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Your favourite Lay’s. A delicious summer

An integrated summer campaign for Lay's: TV, digital, OOH, festivals, and retail united in a single story. Reach of 13.3 million in digital, with Value SoM growth from 38.3% to 45.4%.
Task
1. 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.
2.Increase consumption through experience. Be present where people spend their summer: on beaches, at festivals, in parks and on walks.

Deliver 80%+ reach among the 18–45 audience. Synchronise TV, digital, outdoor and retail into one unified summer story.

Implementation

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.

Result

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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