Campaign details
Brand: Lay'sBrand owner: PepsiCoEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: FoodMedia channels: Online video, Word of mouth, Influencers, KOLsBudget: 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, Lay’s set out to deliver...