Lay’s Paysanne tasked us with creating a campaign to launch their range of flavors (Roscoff onions, Dijon mustard chicken and honey, Jura cheese, Salt and vinegar) in the winter, close to Christmas. Given that snacking and chips have a limited role in French holiday meals, the challenge was to convince the audience that chips could be a part of the festive season. In France, Christmas is a time for refined meals, luxury ingredients, and family traditions, making the introduction of a humble snack like chips feel out of place. The campaign needed to break this cultural barrier, positioning chips as a festive treat that could bring people together in the same way they do in summer.

Despite the seasonal challenge, the holiday period offered a unique opportunity to highlight moments of togetherness—Christmas parties, Secret Santa, New Year’s Eve, and other celebrations. This was an ideal time to show that chips, while traditionally a summer snack, could unite friends and family during the winter holidays too. By turning this idea on its head, we could create a fun, unifying campaign that introduced Lay’s Paysanne chips as a joyful and unexpected addition to the holiday spread, challenging traditional snack norms in the process.

We embraced the festive spirit by creating a humorous and kitschy musical comedy-style campaign with a holiday twist. The concept featured a lively, happy protagonist (played by brand ambassador Ahmed Sylla), who passionately advocated for chips to become an essential part of the Christmas table. His over-the-top, pro-chip diatribe was delivered in the style of a Mariah Carey Christmas song—fun, exaggerated, and unifying. With humorous lyrics and playful choreography, the campaign portrayed the power of chips to bring everyone together during the holidays, creating a sense of joy, simplicity, and togetherness. The message was clear: why should chips only be a summer snack when they can spread cheer all year round? The campaign culminated with a festive, upbeat words: “And a Merry Chipsmas”.