Digest 6.11.2025: CHRISTMAS AND NEW YEAR: How Ukrainian Holidays consumption has changed
read moreGot Lay’s? Got Football!
Task:
After a drop in audience and the absence of national promos, Lay’s needed to:
- offset the decline in the fan base and the male audience;
- increase sales by +10% vs 2024 and maintain market share;
- expand reach beyond football fans to the Gen Pop;
- bring back the emotion of football evenings and the feeling of normalcy.
Execution:
The brand relaunched the football season as a unifying event under the idea: “Got Lay’s? Then it’s game time!”
The campaign covered the entire path from the shelf to the viewing moment.
1. Easy entry
• Limited-edition packs featuring Messi, Henry and the UCL Trophy.
• On-pack mechanic: scan → enter code → win prizes.
• The pack = a “ticket to the game”.
2. Repeat contact
• Lay’s Crawl TVC featuring Messi, Henry, Suárez and Putellas.
• Radio chants inspired by fan cheers.
• Influencer campaign: highlighting the promo, showcasing prizes, and explaining how to participate.
• OOH and metro placements in 22 cities.
• Digital & gamification: TikTok filter, role-based chatbot with quests, a game, Megogo integrations.
3. Offline scale
• Influencers and Lay’s Light activations in bars.
• POSM on shelves: stoppers, displays, stickers, cross-merch.
• A continuous ecosystem: shelf → game → media → offline.
Results
Engagement
• 94,313 participants (above plan).
• 296,107 codes entered (3.1 per person).
• 16% of all codes came from gamification (a record).
• 46,039 players in Messi in Miami.
• 34,181 chatbot participants.
Brand
• Restored the “Lay’s = football” association.
• TVC was the most distinctive in the category.
• Penetration +1 p.p.
• Consumption growth among those exposed to the campaign: +2–5%.
Business
• Market share: +0.9 p.p. vs the period with no promo.
• +1.3 p.p. vs last year’s football season.
• Lay’s contributed 43% of total category growth.
• RSV +12%, off-take +47%, TT +16%.
Creative agency Vivid
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