Lay's
Project Manager of the Project – Zhansaya Bekbosyn
Creative Director – Alena Khegay
PR and Influencer Manager – Nargiza Veliyeva
Community Manager – Anel Abisheva
Copywriters – Alua Ihsanova, Elika Rakhimbayeva
Designer – Yuliya Lyuzgo
Traffic Manager – Igor Perfiliev
Task:
Consumers were not fully aware of the high-quality, 100% natural potatoes used by Lay’s, leading them to view the brand as no different from others on the market. This perception was a barrier to convincing them to choose Lay’s over competitors.
Our solution:
To change this perception, we localized Lay’s global Quality Campaign by creating an engaging and relatable story. We collaborated with Kazakh illustrator Miraskino to bring the journey of a little potato—aspiring to become a Lay’s chip — to life. This charming tale highlighted the quality checks and sustainable practices behind Lay’s chips. The story was shared across digital platforms, animated for social media, and included in PR mailings sent out on International Chip Day. These PR gifts, featuring the comic, natural potatoes, and Lay’s chips, were sent to local influencers, who then shared their unboxing experiences creatively on social media.
Outcome:
The campaign resonated well, reaching over 1 million people, with 600,000 of them engaging organically. The initiative successfully reinforced Lay’s commitment to quality, ensuring that more consumers now recognize and trust the brand for its use of 100% natural potatoes.
Date and Medium:
August - September 2023