Lay's

Open Lay’s, Taste Taiwan’s Happiness.

Facing intense market competition, Lay’s shifted from relying on flavors and collaborations to generate buzz, returning to product fundamentals to build true differentiation.

Highlight

For the first time, Lay’s highlighted Taiwan-grown potatoes, emphasizing its delicious taste comes from local farmers. The campaign featured a brand film, AR interaction, and a nationwide roadshow for an immersive experience of Taiwan’s unique potatoes.

Challenge

Though Lay’s leads the market, consumers are unaware of its unique ingredient sourcing. Once they learn about Lay’s commitment to local agriculture and quality, favorability and loyalty rise. Highlighting Taiwan-grown potatoes became key to solving this communication gap.

Solution

Action 1｜Building a Local Farming Team

Lay’s formed the Argo team to grow seed potatoes and partnered with contract farmers across Yunlin, Chiayi, and Tainan—boosting yield and quality through expert support.

Action 2｜Creating New Packaging Identity

New packaging with green fields and a “Selected Taiwanese Potatoes” label highlighted local sourcing and stood out on shelves.

Action 3｜Telling the Local Story

Lay’s turned real farming journeys into a brand film, showcasing the care behind each chip and building emotional connection.

Action 4｜Freshness on the Move

Mobile “Flavor Labs” offered live chip-frying with freshly harvested local potatoes—bringing transparency and freshness to life.

Action 5｜Reaching New Heights with AR

At Taipei 101, an AR giant tossed virtual potatoes for consumers to catch and win prizes—merging fun with the brand’s local message.

Action 6｜Harvest Happiness Event

Harvest Mania” street activations let people catch virtual potatoes, turning local farming into a fun, nationwide experience.

Result

Sales increased and market share grew, with penetration reaching a historic high.
Brand preference and differentiation hit record levels.
Social engagement rate grew by 400%