Lay’s not being a key sponsor of major sporting events, we still wanted to be a part of the conversation. We wanted to hammer on the national pride and linking it to screen time through football, a top interest of all Saudi generations.

We wanted to elevate Saudi’s Football watching experience. We had to be part of a worldwide conversation about this sport without being official sponsors of the event taking place at that time. Instead of linking ourselves to the event itself, we wanted to link our brand to the national pride stemming from the game.

Lays enhances sports, and more specifically football. So what if every crunch transformed the game? This is the core idea behind our film, our chips give fans the chance to change the game.

In the film, we open on some of the most famous Saudi football players in a stadium tunnel, seemingly unimpressed. We then cut to football fans awaiting the opening whistle on their couch with no excitement whatsoever. This all changes when one of the players hands the fans at home a bag of Lays chips through their tv screen. From here on out, the game is impacted by their every crunch. Each bite triggers an out-of-this-world action by a player on the field rendering them unbeatable. The film also highlights each player’s celebration with their famous moves. Lays does make any football experience better, for both the players and the spectators.

The results of this campaign film exceeded all expectations for the Lay’s brand, specifically connected to football.

A 29% increase in brand volume growth compared to the set target, 37% transaction growth above the set markup and a net revenue growth of 41% were registered after this campaign ran.

Lay's even showed a whopping 34% volume growth compared to the set target of the brand’s football limited time offer and a 60% growth of net revenue for the same.

Lay’s stayed top of mind for their audience and acquired a massive new following. From both football aficionados, and, well, snacking fans. The real foodies in our opinion.