Lay’s already has a proven track record in providing flavor experiences that consistently drive excitement and differentiation within the category.

When the “StrEATS of the World” activation was created, the added emphasis was to make an indelible impact as a digital- and mobile-first program to be brought to life through a 360° execution across all key consumer touch points: digital/social, TV, in-store, on-pack and out-of-home.

When bringing new chip flavors to Millennial Foodies, there’s no point in thinking small. The world’s #1 snack brand aimed high with its first digital content series, taking Lay’s out of the supermarket and into pop culture. That may sound ambitious, but consider current millennial food trends - customization, personalization, ease, flavor innovation and a love of snacking, Lay’s embodies them all. The brand tapped into these instincts and created a campaign that significantly moved the needle in growth and revenue. Through ”StrEATS of the World”, Lay’s capitalized on the street food movement, showcased its culinary expertise and shined a spotlight on new flavors. Inspired by street food, flavors and locations were matched to tell the most authentic stories.

Business Objectives:

Drive Lay’s incremental sales through LTOs and Core.

Ensure high digital ROI.

Marketing Objectives:

Build relevance with Millennials flavor/variety seekers.

Drive activation awareness.

Drive Lay’s foodiness and culinary equities.

The rapidly growing demographic of hard-to-impress Millennial Flavor Seekers is looking for flavor first, but flavor with a foundation in authenticity. Lay’s understands this and thus created a campaign where Flavor Seekers explored the streets of the most-hyped food cities in the world, guided by cultural trendsetters, social influencers and local tastemakers to delve into the new LTO flavors in an atmosphere of unmatched access and universal credibility. This was not just a snack experience, it was a 12-hour, all-out “Foodcation” journey. It was first and foremost a journey into the origin and inspiration of Lay’s one-of-a-kind, authentic LTO flavors. But at the center of the experience, it also encouraged the Flavor Seekers to use the “Foodcation” platform to connect via social media and learn from one another about where to eat and what to experience in a specific region.

This program’s inception is steeped in insights about our target audience. Millennials value experiences far more than possessions and are looking to experience new and diverse activities through their love of food and travel.

Flavor Seekers are deeper subset of millennials who are sophisticated, diverse, open-minded and extremely social-media savvy. A Flavor Seeker’s knowledge is his or her social currency and it was important to tap into this group from a results perspective because their love of sharable technology enabled the amplification of all food adventures, whether it’s going across town to try a new food truck offering or traveling across the globe to visit the cultural and culinary inspiration behind it.

Lay’s kept these insights top of mind while curating all aspects of this campaign so they didn’t just introduce new LTO flavors, but boldly showcased Lay’s culinary expertise by exciting foodies around the world with flavorful, global experiences.

Digital:

Because social media feeds don’t function chronologically, Lay’s tailored the “Foodcation” adventure to a three-layer digital strategy designed to bring Flavor Seekers on a 8-12 week journey through short form video, dynamic moving assets, GIFs and stills.

TV:Created a promotional TVC bringing the “StrEATS of the world” idea to life under the positioning of “Make Life Flavorful.”

In-store: Created specialized food truck experiences and activated food cart displays in-store. Curated Chef appearances in select markets to further engage and enhance the overall connection to the brand. POP materials to drive transaction on LTOs and Core

Out of Home:Food trucks expanded outside store activations with sampling of the LTO flavors and food pairing with Core. Solidified its place in culinary circles with extensive brand presence and sampling representation at local food festivals and events.

On-Pack: Packs were designed to reflect the unique LTO naming and drive appetite appeal.

The indisputable success of StrEATs of The World is a direct result of such a deeply insightful program that ultimately led to the celebration of street food from product to packaging to digital experience. And the “StrEATS of the World” program continues to rise! The LTO flavors were launched in 24 markets in 2018 and the campaign has become the number two driver of global snacks growth from innovation, resulting in $55 million USD in net revenue in 2018.

Country Specific Results Include:

Mexico:

• Revenue +4.7% vs. Baseline

• Accumulated reach of 10.9MM

• Accumulated views of 11MM

Canada:

• Reach: 7.5MM

• Impressions: 22.2MM

• Engagements: 2.2MM

• 3-Second Video Views: 2.1MM

• Completion Rate: 47%

• VTR: 4%