Lay's – Happiness is Simple

Agency: Juniper Park

Section I – BASIC INFORMATION

Business Results Period (Consecutive Months): January 2009 – June 2010

Start of Advertising/Communication Effort: January 7, 2009

Base Period for Comparison: January 2008 – December 2009

Geographic Area Covered: Continental United States

Annual Budget Range: Over $5 million

Section II – SITUATION ANALYSIS

a) Overall Assessment

This is the story of an iconic brand turning its business around and posting unprecedented growth. At several billion dollars in sales, Lay’s Chips is the biggest food brand in the US. It is an icon of American culture, and a staple in over 65 million US households. But under pressure on many fronts, Lay’s sales had been declining for years.

Perceptions of Lay’s had become largely negative – highly processed, containing trans fats – but they were also untrue. We needed to correct the misperceptions. We also needed to do something more significant – reignite consumers’ love for Lay’s as a brand.