How do you take a major national campaign and drill it down to the masses as effectively as possible? The Lay's Do Us a Flavor campaign was an award-winning case study on driving a huge brand idea all the way through to huge sales.
We built a comprehensive shopper program that pushed customized Do Us a Flavor overlays into more retailers than Frito-Lay had ever been in before. Walmart got an exclusive single-serve 6-pack to offer. Kroger got a Free for All program that echoes to this day through their Free Friday Download. Target had an exclusive celebrity-driven promotion. And 16 small retailers, collectively 3x stronger than the largest retail grocery chain in the U.S., received a customizable program for them to place in their stores.
Awards
Cannes Shortlist
One Show Merit
PROMO Gold x3
• Best Idea or Concept
• Best Multidiscipline Promotion
• Best Promotion Generating Brand Awareness