Lay's / pep+: "Golden Potatoes – Dig to Win" Promotion
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The Challenge
How can Lay's communicate sustainability without preaching? As part of pep+, PepsiCo's comprehensive sustainability program, the brand wanted to show that every crunch comes from responsible sourcing. The challenge: make sustainability playful, emotional, and engaging.
Our Solution
We turned sustainability into a gamified prize experience. With every on-pack code, users could virtually 'dig up' a golden potato on the JOY platform – using a scratch-card mechanic within a digital potato farm animation. The campaign was fully localized for international Lay's markets.
Results
Ranked among the top-3 campaigns on JOY in all Lay's markets 2024
Above-average participation and opt-in rates
Sustainability messages became accessible, fun, and loyalty-building
A benchmark in FMCG gamification – making sustainability snackable and emotionally resonant.
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