The campaign, created by AlmapBBDO, shows the production of the snack, highlighting the care in cultivation
Lay’s announced the launch of its new campaign that aims to reinforce that its potatoes are real potatoes.
The film “From the field to the package”, developed by AlmapBBDO, was recorded in the fields of PepsiCo producers and shows the production of the product, highlighting the care taken with the cultivation of potatoes and the company’s commitment to quality.
Furthermore, the campaign aims to demystify and humanize the product, showing that Lay’s Clássica is made with just three ingredients, real potatoes, oil and salt, and by real people. .
“In conversation with consumers, we understand that the information that our Lay’s is real potatoes and that our Lay’s Classic is made only with potatoes, oil and salt is valuable. So, we made the joke that our recipe is so simple that we don’t even need actors to explain, and that our farmers can do this. After all, there is no one better than them, who are passionate and know everything about potatoes”, said Cecilia Dias, Vice President of Marketing for Salty, at PepsiCo Brazil.
Still with the aim of showing the origin of the snack, the campaign also features special packaging featuring the rural producers responsible for growing the potatoes.
On social media, the company will use good humor to present content in which the producers will be the big stars and which tell interesting facts about the production chain from the field to the package.
“Each Lay’s package is produced in a value chain with a positive socio-environmental impact designed from end to end, our pep+ program: from the farm to the use and post-consumption of our packaging to deliver maximum flavor and crunchiness of the product. The ‘From Field to Package’ campaign is an important moment for our brand to continue this tasty and purposeful story”, added Ricardo Galvo, Agribusiness Director PepsiCo Brasil Alimentos.
The brand also has the campaign’s main messages unfolding on social media, with the participation of influencers on TikTok and Instagram, such as ex-BBB Caio Afiune. The content ranges from curiosities about the production process to the occasion of consumption of the product, to generate connection with the consumer.