Lay’s is back on the hunt for new potato chip flavours, and this time it’s going international.
The fourth instalment of the brand’s “Do Us a Flavour” initiative, titled “World Flavourites” is inspired by recipes and flavour palates from around the globe. The effort encourages Canadians to vote on 12 international flavours that fall into three categories. “Iconic Ingredients,” which includes Pico de Gallo and Magic Masala; “Home Cooked Classics” which features Picanha Steak and Spicy Hot Pot and “Street Food,” a category that includes Bacon Poutine, and Fries with Joppiesaus.
The three winning chips will be added to Lay’s portfolio in the fall and will be available for a limited time.
According to Meghan Merkler-Martin, the senior marketing manager for Lay’s and Cheetos at PepsiCo Canada, “World Flavourites” is intended to appeal to Canadian’s diverse backgrounds and food preferences. While it broadly targets all chip lovers, it focuses on those who enjoy travel and international cuisine.
“Lay’s is incredibly passionate about celebrating cultural diversity and finding innovative ways to incorporate this into our product offerings,” Merkler-Martin told Marketing. “We’re thrilled to be able to showcase delicious international flavours in an easy and fun way… We know Canadians have incredibly diverse tastes and this year’s ‘World Flavourites’ campaign is all about elevating that passion and sharing in the celebration.”
Until March 20, consumers can visit Lays.ca/Flavour to vote for their favourite flavour up to three times per day. The effort is also being supported via an integrated campaign, developed by BBDO Toronto. Elements include digital, in-store, and PR pushes, along with two new limited-time chip flavours: Kettle Cooked Wasabi Ginger and Bacon Mac and Cheese.
Since its inception, “Do Us a Flavour” has run in numerous countries around the world including the U.S., South Africa and Australia. Since launching here in 2013, the brand has received more than 2.7 million flavour ideas from fans across the country.
Last year’s contest saw Lay’s ask Canadians to send in flavours inspired by specific regions of the country. The winning entry was P.E.I. Scalloped Potatoes, the brainchild of Jordan Cairns.
“The Lay’s brand has created a lot of delicious potato chip flavours over the years and “Do Us a Flavour” is our chance to say thank you to our fans for making Lay’s Canada’s favourite potato chip brand,” Merkler-Martin said.
Other agencies involved in the program include Mark IV (in-store) Shikatani Lacroix (packaging design) OMD (media) and Citizen Relations (PR).