Gamification, Great Taste, All-Round Sustainability: Lay's/pep+ "Golden Potatoes – Dig to Win" Promotion

Background and Challenge

Lay's and PepsiCo faced the task of communicating their comprehensive sustainability program "pep+"/"PepsiCo Positive" in an interactive and comprehensible manner. The challenge lay in making complex topics such as sustainable agriculture and high-quality soil tangible for consumers while simultaneously building an emotional connection to the brand Lay's. The goal was to playfully convey the connection between high-quality agricultural products and environmental aspects without appearing preachy.

Approach and Realization

The solution was an innovative gamification strategy on the "JOY by PepsiCo" platform. The team implemented with "Golden Potatoes – Dig to Win" an interactive promotional campaign with a dedicated action page that made the theme of sustainable potato production experientially accessible. Consumers could participate through on-pack codes and daily claim the chance to win 1,000 euros as instant prizes.

The creative centerpiece was a country-specific potato farm animation: users had to virtually 'dig up' a potato by uncovering it like a scratch card. This intuitive interaction naturally conveyed the message about the importance of high-quality soil for flavorful potatoes. The search for the "Golden Potato" as the main prize reinforced emotional engagement and participant involvement.

The campaign was adapted for all international Lay's markets, with each country receiving a customized farm aesthetic to create local relevance.

Results

The campaign achieved exceptional success and established new benchmarks for digital brand activations. In every international PepsiCo/Lay's market, the campaign ranked among the top three most successful campaigns on the JOY platform in 2024.

The gamification strategy proved particularly effective: participation rates consistently exceeded average levels, and generated opt-ins significantly surpassed expectations. The playful approach successfully communicated complex sustainability topics in an understandable and appealing way while simultaneously building strong brand loyalty.

The successful combination of entertainment, education, and brand activation created sustainable added value for both consumers and the Lay's brand.