"Your Snack for the Match": A Digital Campaign Explains Why Lay’s Is Simply a Must-Have

Background and Challenge

Chips are an integral part of social moments – whether watching football, at parties, or during relaxed movie nights with friends. But how can the emotional connection between Lay's Core varieties and these special enjoyment moments be strengthened even more in consumers' minds? The challenge was to communicate the natural synergy between Lay's and social experiences in a memorable and authentic way.

Approach and Realization

We found the solution in the digital campaign "Dein Snack fürs Match" ("Your Snack for the Match") with its distinctive comparisons: "Lay's belongs to football ... like goals belong to the game" or "Lay's belongs to parties ... like hangovers belong to the morning after." We delivered these catchy messages through four specially developed YouTube BumperAds, which were later adapted for social media. A professional voice-over artist gave the spots the necessary acoustic impact and effectively emphasized the brand message.

Results

The campaign proved to be a complete success: The YouTube ads achieved impressive results in both ad recall and brand consideration. Particularly noteworthy was the positive response from female target groups as well – proof that a well-crafted football spot can indeed inspire across gender lines. The Brand Lift Study confirmed impressively: Successful campaigns belong to DAVIES MEYER like Lay's belongs to football.