Campaign details
Brand: Lay's Brand owner: PepsiCo Entrant company: MindshareIdea creation: Mindshare Shanghai Market: Greater China Sector: Savoury snacks, potato chips Media channels: Word of mouth, Influencers, KOLs, Online videoBudget: 3 - 5 million
Executive summary
To increase sales and brand awareness for its 2021 flavour launch, Lay’s needed to connect young Chinese consumers who had moved cities with the taste of home.
Tapping into the insight that food can instantly trigger memories and that short videos are the hottest medium for Generation Z,...