Lay’s, the well-known snack brand, its Chinese name has the double meaning of happy things. Lay’s wants to spread the positive energy to Taiwan, therefore, it plans to launch a joyful, warming Xmas CSR campaign and connects people’s happy time together, also, to rise brand preference simultaneously.

In Taiwan, 60% of Lay’s chips are made from local potatoes; it has long-term contract with local potato farmers. Lay’s wants to use its resources and influences to support Taiwan’s agriculture more.

There’re a lot of small farmers who choose land friendly organic farming. However, limited by their selling channels and marketing resources, they are rarely be recognized by public. This campaign aims at helping them to be visible and making it easier for consumers to buy their crops.

Campaign period: 2016/11/22-12/31

There’re 5 “Local Farmers’ Xmas Tree”. We use fun word play and symbolism to name the trees; each tree represents different feelings conveyed by specific local fruits.

• Banana: I want to be your true friend.

• Longan: I’ve missed you all along.

• Orange: My sincere best wishes.

• Dragon fruit: Let’s get together and be friends.

• Tomato: I actually like you.

Tools & platforms:

• Campaign site: Users can choose Xmas tree?read the story of farmers?write your blessings and send out your e-Xmas card?browse recipes?connect to the online local farmers’ market and buy crops.

• Recipes: We invite the celebrity chef using specific crops to create special recipes.

• Online Video: We make a video to communicate that all crops came from farmers’ diligence and to evoke consumers to create and share their unique e-Xmas cards.