Brand Launch Concept/ Writing/ Creative Direction

LAY'S GOURMET LAUNCH CAMPAIGN (IMPACT BBDO)

Launching Lay’s premium offering Lay’s Gourmet in Saudi was an exciting challenge. The product is relatively expensive compared to the average potato chip products, but this potato chip is like no other. The strategy positions Lay’s Gourmet as this joy that we’ve been searching for, capitalising on the moment that we experience its unique crunch. The main copy features class A influencers in a premium setting celebrating in a fancy and socially accepted way that triggers the audience’s sense of aspiration with Gourmet’s golden pieces of joy and their eccentric flavours enriching this night to remember with tailored music that combines Saudi tunes with universal beats and authentic fashion.