We enlisted one of Canada’s most famous comedians, Martin Short, as the face of the program. We leveraged Martin’s celebrity by negotiating interviews with Canada’s top news and entertainment programs and took this one step further by optimizing our television and radio buys on a daily basis to pair our TV spot with the interviews to maximize a truly integrated in-show news segment, which usually brands are restricted from placement.

We created an easy-to-use Facebook application that was centered on the user and their friends, and gave them something worth sharing. When engaging with the application on Facebook, users create their own custom flavor, name it and get a personalized bag. In a Facebook Canada first, we replaced the iconic LIKE button in our posts with an “I’d Eat That” button to engage other users in the program to share their passion for their friends flavour creations.

The campaign was a resounding success becoming Facebook Canada’s best performing consumer application ever.

• Total Flavour Submissions = 633,292 surpassed objective by 245%. Original target for submissions was 183,194

• Total Flavour Showdowns = 1,998,330

• Total App users = 338,541

• Total Impressions to date = Over 100 Million

• Lay’s sales were up 8% vs. YA, with share up +3.4 pts