Frito-Lay’s new upcoming ad campaign, TrueNorth, focuses on individuals who create community service opportunities for others.  The newly termed “green collar” job is a growing field among new marketing campaigns from big time brands like Kellogg’s Frosted Flakes, Starbucks and Scholastic, in conjunction with FAO Schwartz.

For example, Kellogg’s Frosted Flakes ran its first ever Super Bowl spot to promote their “Earn your stripes effort.” The “Plant a seed” spot encouraged moms to nominate local playing fields for renovation at

TrueNorth is targeting a different audience, the boomers.  The TrueNorth nut snack’s advertising effort will debut in late February and will show people who have “found their true north.”  Consumer stories that were submitted at will be featured in the 60-second ad directed by Helen Hunt.

For more detailed information about TrueNorth’s campaign, as well as Scholastic Media’s and Starbuck’s, go to:

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