We know from research that 'eating-out' is a big, growing and appealing occasion, even bigger in younger target audiences in Belgium. Yet due to the covid-19 pandemic, it has been impacted severely and Belgians missed the food, the taste and the social excitements they bring and are craving for.
Therefore we decided to turn a bag of Lay's crisps into a restaurant food experience – by bringing the most-loved crisps and iconic global restaurant signature dishes together to ensure everyone can enjoy their favourite flavours anytime, everywhere!
Together with our partners, we created 3 new distinctive and exciting flavours :
- Lay's KFC® Original Recipe Chicken
- Lay's Pizza Hut™ Margherita
- Lay's Subway® Teriyaki
The introduction goes beyond simply launching new flavours in Belgium: it is an unprecedented co-branding that maximizes the power of the brands involved. We wanted to remain relevant and to keep the dialogue with the consumer throughout the year. Therefore we created a brand-new launch strategy for Lay's: a true consumer-oriented strategy with several phases to create buzz, drive awareness and maximize consumer engagement. We built a 'Crescendo' campaign: we started by seeding/teasing, then amplifying, engaging to finally end with a big reveal. Our focus was on creating enough impact and keeping a consistent approach across multiple channels and touchpoints.
In every phase, we leveraged our iconic power of 4 (Lay's + the 3 partner brands): from using the iconic brand assets on our packaging or communication materials and our media touchpoints selection to the banter with our partners on social media.
Phase 1: Tease
We opted for a completely different approach: starting the campaign before the flavours even hit the shelves. A tease phase was implemented to arouse consumer interest and involve them in the campaign as early as possible.
Phase 2: Launch & drive to purchase
For a successful launch, we did not only have to raise awareness but also spark enthusiasm for the individual flavours across different audiences. We combined TV with OOH and the relevant digital channels for maximum reach and impact, based on the media consumption of our target audiences. This was complemented by impactful advertising on fully branded trams in Brussels and Antwerp aimed at the young and urban target audiences.
The on-pack promo offering a 2-for-1 meal deal generated traffic to the partner restaurants once they were allowed to re-open. Lay's crisps were also sold there for the first time, an extra touchpoint to increase our physical availability and visibility.
Phase 3: Sustain & engage
In the 3rd phase, Belgians could vote and decide which flavour would stay in our assortment. We generated engagement and traffic to the Lay's landing page through TV, digital channels and social media. We also created interactive formats that allowed users to interact with the advertisement directly. In addition, we asked well-known Belgian influencers to engage their followers using Instagram Stories. Consumers were able to impact Lay's assortment but they could also win iconic and unique co-branded merchandising.
Phase 4: Reveal
After three months of voting it was time to reveal Belgium's winning flavour. After a brief teaser period we announced the winning flavour: Lay's Pizza Hut Margherita via high impact digital ads and social media. And last but not least, we unveiled the winning iconic flavour with an equally iconic fashion item: The Lay's Crispy Puffer Jacket - the first jacket made entirely from recycled crisp bags and filled with real Lay's Pizza Hut Margherita crisps. We even exhibited the jacket in a Pizza Hut restaurant, where it was raffled among loyal fans.