Make the brand resonate with consumers at a local level. With their latest BBI “Joy is a simple recipe”, Lay’s aimed to install this new territory with an activation that would go beyond content, prioritising customer experience and most of all connection with their audience.

In a summer 24 that was to be disturbed by the Olympics and other major sport events in France, we couldn’t fight for attention on the sports thematics. We rather identified local events that resonated the most with families, their core target, and offered a true opportunity for Lay’s to fusion and contribute to joyful moments.

ÉTÉ CINÉ CHIPSERIE. During Summer 24 Lay’s created its own Chisperie that welcomed 2 renown chefs, Guillaume Sanchez & Mohamed Cheikh, at 2 MK2 Outdoor Cinema Festivals, in Paris and Porquerolles: Cinema Paradiso. With unique culinary creations revisiting Lay’s Chips’ ways of consumption and flavours associations, the brand offered the perfect indulgent meal to enhance summer joyful moments.