Lay’s, a sacred and untouchable recipe…Until now
Summary: The Spanish Potato Omelette is the most iconic and beloved traditional dish in Spain. However, Spaniards are increasingly opting for packed omelettes sacrificing flavour for time. Lay’s decided to turn this problem into an opportunity by creating Lay’s Spanish Omelette, moving Lay’s from the snacks category to food category. However, they had to convince 70% of the Spanish population that it actually tastes unexpectedly good. And they did just that with 86% of consumers say they would consider trying an omelette with Lay’s after seeing the experiment. Lay’s convinced Spanish society that altering a recipe over 300 years old can taste good.
Lead Agency(s): TBWA Spain
Contributing Agency(s): OMD Spain
Client / Brand: PepsiCo Spain
Effie Award(s): Silver
