Digest 6.11.2025: CHRISTMAS AND NEW YEAR: How Ukrainian Holidays consumption has changed
read moreYour favourite Lay’s. A delicious summer
Task
- Strengthen Lay’s role as the favourite delicious summer snack. Not just remind people about the brand — but anchor it to summer emotions and moments: your favourite Lay’s = a delicious summer.
- Increase consumption through experience. Be present where people spend their summer: on beaches, at festivals, in parks and on walks.
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Deliver 80%+ reach among the 18–45 audience. Synchronise TV, digital, outdoor and retail into one unified summer story.
Execution
TV: Two 10-second spots — “Sneaky Seagull” and “Supermarket” — short summer stories with vivid characters and a clear message.
Digital: Influencers and content about “summer with Lay’s”. Focus on love metrics and a younger audience.
Out-of-home: Large-scale presence and the “yellow Lay’s sun” effect. Contextual creatives for seaside and mountain regions. In stores — bright summer displays and the “potato design”.
Festivals: Lay’s zone with interactives and a “dry chips pool” for photos and stories.
Doner Market partnership: Lay’s became an ingredient in the menu — a new consumption occasion in street food.
Results
Market share growth:
• Value SoM: 38.3% → 45.4% (+7.1 p.p.)
• Volume SoM: 32.5% → 42.7% (+10.2 p.p.)
Reach:
• TV — 3M
• Digital & influencers — 13.3M
• Doner Market — 0.6M
• Festivals — 20,000+ live interactions
Brand Health (July 2025):
Brand Power Score = 49 — the highest in the category.
Preference 55, Relevance 55, Distinction 61 — confirming Lay’s leadership and distinctiveness.
Creative agency Vivid
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