I’m Ercole Egizi,
My entire career I’ve been trying to help clients and agencies understand the importance of being brave.

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Background

Lay’s brand in the GCC has been anchored in the Flat Fried Potato Chips (PC) segment.

Lay’s is introducing innovations to help the overall growth of the segment and widening our platform to reach into new territories and consumers targeting new need states. Lay’s Max was our starting point bringing in PC into Hunger Fill need states.

Research showed us that Forno is our new potential platform to capture new consumers (Light consumers and Fried Snacks rejectors). Over and above, adults in general are looking after their health and figures as part of the new lifestyle trend these days. Hence, Forno could be a perfect solution for them to retain them and grow the consumption frequency.

Lay’s Forno is the next innovation extending the brand into the “healthier” and “better for you” category of Lay’s.

Lay’s Forno is:

• an Oven Baked Potato Chip with 60% less fat than fried chips

• The product is crunchy and light in terms of texture

• Forno is for female adults

Objectives
Develop the relevant activation elements for the launch of Forno under the “Lighter” communication platform. This covers: On-ground activation, social media, website, branded content as well as PR elements.

Strategy
Lay’s Forno has dedicated this campaign to a very noble cause – to give women in the region a place to celebrate their lighter side. With tongue-in-cheek horoscopes, daily funnies, a word-and-picture gallery, and topics that have special relevance and importance to women, this is one place they can really let their hair down.

The Campaign:
A spoof video was created to outline our light hearted manifesto written in a purely humorous manner using silly examples and a pseudo-logic to back up our case.

An app and microsite that features that video, supported by a social media buzz along with online advertising to spread the word out.

Content in multi media types (Text, images,videos)

• Funtography (funny gallery)

• Laughs (jokes)

• Hilariouscopes (sarcastic horoscopes)

• Topic of the week box (presenting weekly topics from the hit show Kalam Nawa3em
Users can share the content on social platforms (Facebook, Twitter, Pinterest).

Content was created by a local team that ‘gets’ the culture and humor, and knows what would relate to the users and would be perceived as funny.

Users were able to win weekly and grand prizes based on categories.

Website
http://www.laysarabia.com/en/Default.aspx