Campaign details
Brand: Lay's
Lead Agency: AlmapBBDO
Region: LATAM
Objective
Lay's potato chips are one of the biggest and best-known food brands in the world. With over 80 years of history, present in multiple countries, it's a name with history, synonymous with potato chips.
But when it comes to Brazil, Lay's is still a young brand. It's only been around here since 2014, and so, unlike in other countries, it still hadn't been able to build a solid image.
Moreover, we're in the throes of a severe recession. People are spending less and prioritizing basic staples. Salty snacks no longer make it onto grocery lists, and the end result is that they're are losing even more ground amongst adults – the brand's core target.
It would be fundamental for the brand to turn the trend around and boost consumption and penetration amongst adults, as well as connect to Brazilian consumers.