DO US A FLAVOR by Impact Porter Novelli Saudi Arabia for Lays

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DO US A FLAVOR

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market Saudi Arabia
Agency Impact Porter Novelli Saudi Arabia
Director Jon Pryor
Released February 2013

Credits & Description

Advertiser: LAY'S, SAUDI SNACK FOODS
Agency: IMPACT PORTER NOVELLI
Category: Best Integrated Campaign Led by PR
Consultant: Farah Alsabe (Impact Porter Novelli)
Senior Consultant: Laetitia Dennis (Impact Porter Novelli)
Consultant: Tanya Haroun (Impact Porter Novelli)
Director: Jon Pryor (Impact Porter Novelli)

Relevancy
Lay’s Potato Chips are produced by Saudi Snack Foods Company Limited, the undisputed leader of the salty snacks category in the region. However, while Lay’s are the market leader in the Gulf region, growth has stagnated, with fully-bonded customers reducing in numbers and in their affinity with the brand. Lay’s wanted to boost brand market share and become a truly loved brand.Lay’s asked its team of agencies to work together on an integrated campaign that would shake consumers up with an inclusive, engaging, fun, and simple idea to create buzz, increase positive feeling towards the brand, and deliver volume sales growth.

Execution
The campaign lasted five months with PR rolled across the Gulf targeting mainly UAE/KSA, where Liza Lay’s was the leading character of the campaign.Fans submitted new chips flavor suggestions across multiple media channels and 400,000 special packs were produced to launch the campaign alongside a website and digital outdoor submissions counter integrating digital, social media, TV and radio. Lay’s created webisodes featuring flavors impressing Liza, and gossip articles on online platforms. A ‘create your own pack’ app and online banners resulted in double the expected click-throughs (0.36% vs. 0.18% industry average).Guerilla stunts alerted the media with pizza boxes delivered to them containing press kits and packs of the new pizza flavor chips followed by a countdown announcement from Chef Osama on major TV channels.A female potato proved too tasty for strict Saudi culture where certain elements needed to be amended.

Strategy
Flavor variety is one of the most important consumption drivers for Lay’s, so inviting consumers in the Gulf to choose a new flavor was an obvious step. Lay’s ‘Flavor Me!’ campaign gives consumers the power to determine the next Lay’s flavor, and has been a runaway success wherever it has been introduced. It was agreed that mechanics for this regional campaign had to be simple to maximize participation and appeal: tell us your favorite chips flavor and we will make it. The campaign also had to offer scope for humor. The big idea was to create a charming potato character who was looking for her Mr. Right Flavor and wanted the public to help her choose. From PR to outdoor, in a five month campaign starting in December 2011, Liza Lay’s called her fans to action: ‘Flavor Me’.

Effectiveness
Asking the public to choose a flavor was a business first for Lay’s in the region, and proved to be a highly successful strategy, smashing all business goals and expectations:Volume growth: +40% from Jan-May 2012 (target 15%)Volume share of salty snacks: +2.8pts over six months (target +1%)Most brand health metrics doubled digits in a six-month period:Brand loved (+11; target +5)Brand trusted (+16; target +5)Great taste (+15; target +3)Flavors variety (+13)269,863 total flavor submissions22.8m earned impressions (99% positive, 96% included key messages)Facebook page became the most interactive/fastest growing community in the regionWithin the first two weeks, the page gained 80,000 new Facebook fans60% more Facebook fans in a single week 430,211 new Facebook fans (against a target of 250,000)108,427 likes 56,666 comments6.87m monthly unique users viewed Facebook page12 videos uploaded on YouTube and Facebook 243,000 channel views, against a target of 200,000 825 gained Twitter followers

Client Brief Or Objective
Objectives:Business: drive overall brand volume by 15% and grow brand share by 1%. Campaign to improve brand health metrics with a focus on key consumption drivers: Brand loved (+5)Brand trusted (+5)Great taste (+3)Flavor variety (+3)Lay’s demographic is from the GCC with a focus on young adults/families ages 20-29 without gender skewPR: Engage, engulf, entertain – entice TA to participate with a two-way communication platform while strengthening affinity through entertaining/interactive platforms that captivates them with fun moments/content that builds consumer affinityLarge use of strong social media, on-ground activations and reaching out to integrated KSA mass media platforms were undertaken to achieve all these goals

Campaign Description
‘Do us a Flavor’ is a global campaign that saw the public choose the next flavor of Lay’s chips across different markets. Introduced to the Gulf region, Lay’s wanted took a different approach and launched its new flavor in an unconventional manner that engaged the public while respectfully handling the culture of the Middle East. The big idea for the integrated campaign, led by PR, puts the consumer in the heart of the campaign. The story stemmed from insights into the local culture of matchmaking, also driving a consumer behavior into this marketing mix. Lay’s created the character Liza Lay’s to front the campaign, with a story built around her search for a husband, who would be the next flavor. Consumers in KSA, UAE and 12 other Gulf/Levant countries were urged to submit their favorite flavor. An astonishing 269,863 submissions later, Liza chose pizza as her match. Asking the public to help choose a flavor and offer their opinion was a business first for Lay’s in the region, and proved to be a highly successful strategy, exceeding all business targets and expectations.Particular challenges were faced in the key market of KSA, where creative activity is restricted, the market is driven by advertising, and unpaid media is hard to achieve in great volume. Additionally, in a market where most interaction with women is forbidden, careful consideration had to be given to all mechanics to ensure the campaign reached all audiences.