In the spotlight:
"Lay's, a sacred and untouchable recipe...Until now"
2024 Silver Effie Winner
Effie is about awarding ideas that work, educating about effective marketing and showcasing the best work to enhance learning in our industry.
CAMPAIGN NAME
Lay's, a sacred and untouchable recipe...Until now
CATEGORY
2024 Best of Europe: Marketing Innovation Solutions
CLIENT
PepsiCo Spain
LEAD AGENCY
TBWA Spain
CAMPAIGN DESCRIPTION
Lay’s, long known for its iconic and sacred recipe, made a move no one expected: it changed the way we think of it. The result was Lay’s Maestro - a bold reimagination of the classic chip with a modern twist. But how do you convince a snack-loving nation that perfection can be improved? With tradition so tightly woven into Lay’s brand DNA, the launch was a cultural risk. Yet instead of not daring to take a bold step, the campaign leaned into it - recruiting well-known public figures, igniting debate, and placing taste at the heart of transformation. What began as a polarizing provocation became a celebration of innovation, leaving Lay’s Maestro firmly in the hearts (and mouths) of Spanish consumers.
THE CHALLENGE
Lay’s recipe hadn’t changed in over 75 years. For many, it wasn’t just a chip - it was a cultural step. Introducing a new product meant challenging nostalgia, confronting resistance, and risking brand renomé. The team needed to convince a skeptical, emotionally invested audience to try something new. And all of this had to happen with limited time to win over both critics and consumers.
STRATEGIC APPROACH AND EXECUTION
The campaign kicked off by treating the recipe change as the seismic cultural moment it was - leveraging media channels to declare: “Lay’s has changed.” This wasn’t just product news; it was a national conversation. Humor and high-profile partnerships also played a role. Beloved Spanish personalities led the debate, from TV to TikTok, fueling both curiosity and controversy. Content was crafted to inspire user-generated response, and even playful skepticism was welcomed. Through rapid-response social media, influencer trials, taste tests, and mass sampling, Lay’s Maestro turned a potential backlash into a taste revolution. It wasn’t just about defending the new chip - it was about celebrating how bold evolution could still taste like home.
Clear evidence of success:
- +24% increase in brand favourability
- 70+ million impressions across digital and social channels
- Sales exceeded forecast by 14%
RESULTS
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The campaign reignited consumer excitement and trust in Lay’s, achieving a +24% increase in brand favourability - a significant uplift in a short span.
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Over 70 million impressions were generated across digital and social media, fueled by a multi-channel mix of AV, influencer content, and user participation.
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The launch became a cultural moment, driven by live Twitch tastings, influencer-led storytelling, and high-impact placements that prompted massive engagement and brand conversation.
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Most importantly, sales exceeded forecasts by 14%, proving that even a sacred recipe can be boldly reimagined - and embraced by a loyal audience.
WHY A SILVER EFFIE? Here's what the jurors said.
