Lay’s
CW: Austin Pak
AD: Lili Tucker
Problem: Lay’s is the #1 snack brand, but they are losing relevancy and distinction in a world with lots of snack options.
Insight: People don’t eat potato chips to be healthy. They eat potato chips to take a break from their everyday routine and satisfy their tastebuds.
Idea: Let people “indulge in happiness”.
Social Media
“Mindful Eating” Partnerships
Lay’s will partner with mindful eating experts and influencers to promote the “indulge in happiness” campaign message. Through interviews and “mukbang” videos (eating shows), we will educate people about mindful eating and how to fully enjoy Lay’s potato chips.
What is mindful eating?
“Mindful Eating” is when you are completely aware of the food that is being put in your body (ex. after a couple of bites, you see how the food is making you feel, if you want more, if you want to eat something else, etc.). It involves eating slowly and without distraction, learning to cope with guilt and anxiety about food, and listening to your body’s hunger cues so you eat only until you are full.
why do this partnership?
For many people, eating is a mindless act. They like to eat food while they are watching TV, doing work, or doing some other activity that doesn’t require their undivided attention. To truly indulge in happiness, you must be fully aware of the experiences and feelings your body goes through when eating food. Lay’s wants to emphasize “mindful eating” as the key to indulging in happiness.