Make the brand resonate with consumers at a local level. With new BBI “Joy is a simple recipe” Lay’s wanted to install the territory with an activation that goes beyond content.

In a summer 24 that will be disturbed by the Olympics, don’t fight for attention on the sports thematics. Identify local events that resonate the most with families and offer a true opportunity for Lay’s to contribute to joyful moments.

ÉTÉ CINÉ CHIPSERIE. During Summer 24 Lay’s created its own Chisperie that welcomed 2 chefs, Guillaume Sanchez & Mohamed Cheikh, at 2 MK2 Outdoor Cinema Festival in Paris and Porquerolles. With unique culinary creations revisiting Lay’s Chips, the brand enhanced summer joyful moments.