Lay's: Find Your Flavour

Snack brand Lay's drove sales and brand affinity among migratory workers in China with an immersive short-video documentary series on Douyin with an omni-influencer approach.

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,...

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