Lay’s: Changing entrenched snacking behaviours to drive exponential growth

The potato chip brand’s Ghar Par Lay’s Always campaign successfully changed consumer behaviour from out-of-home consumption to in-home stocking during COVID-19 in India.

Campaign details

Entrant company: PEPSICO INDIA HOLDINGS PVT LTD, India

Why is this work relevant for Strategy & Effectiveness?

Taking an out-of-home brand, in-home

With COVID, life moved inside homes. In-home was ruled by mother’s choice- traditional namkeens, stocked in large packs. Lay’s had to fundamentally shift its largest consumption occasion from out-of-home small packs to in-home and large packs. This called for perception and behavioural shifts.

Using data, every possible cohort and touch point was activated: TV created awareness about Lay’s in various in-home occasions, digital reached to cord cutter cohorts who didn’t have TV and...

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