Lay’s introduced three new chips flavours: KFC Original Recipe Chicken, Subway Teriyaki and PizzaHut Margherita. Normally Lay’s would set up sampling sessions for new introductions. But during Covid-19 that wasn't possible. So, how to get extra attention now? We created a new kind of sampling session. By opening a non-existent restaurant on Uber Eats: The Lay’s Iconic Restaurant. With a menu that had just the three flavours delivered in the packaging of the original dishes: the KFC bucket, the Subway wrapper and the Pizza Hut pizza box. Launching and sampling a product on the Uber Eats platform was never done before. The goal was to let people taste and experience the new flavours of Lay's. With the Iconic Restaurant on Uber Eats we got the attention of all the fans of KFC, Subway, Pizza Hut and Lay’s.

Lay’s Iconic Restaurant Flavours: Make a bag of Lay’s crisps a restaurant food experience - by bringing the most loved chips and iconic global restaurant signature dishes together so everyone can enjoy their favourite taste anytime, everywhere! For the first time ever, Lay’s has been collaborating with not only 1 or 2 but 3 Iconic Global Restaurants (KFC, Subway and Pizza Hut), launching their iconic dishes on Lay’s crisps and driving a big bold flavour innovation in the category. We created a new kind of sampling session. By opening a non-existent restaurant on Uber Eats: Lay’s Iconic Restaurant. With a menu that consists only of the three flavours delivered in the packaging of the original dishes; the KFC bucket, the Subway wrapper and the Pizza Hut pizza box. The Lay's Iconic Restaurant was trending topic on Uber Eats and on social, but also the location in Amsterdam was an attraction.

With this activation we first wanted to reach KFC, Subway and PizzaHut fans. Get them to try our new flavours and share their experience to all other consumers. We leverage the platform they already use to order food in a creative and highly impactful way. By using Uber Eats as a new, innovative channel for sampling we build fame for our three flavours, elevated our flavour credentials and brought back excitement to the Lays brand. Most impactful innovation launch of at least the last decade for Lay’s EARNED MEDIA : MORE THAN 41 MIO IMPRESSIONS AND 14,4 MIO REACH IN BNL Because we did not charge the consumer for the delivery, we were picked up on Uber Eats platform as one of the best ranked restaurants in Amsterdam. No delivery charge made people order enormously.

In our Lay’s Iconic Restaurant people could buy chips via Uber Eats with free delivery in the packaging of the original dishes: the KFC bucket, the Subway wrapper and the Pizza Hut pizza box. So everyone would have the full restaurant experience at home. For the riders we installed Subway, KFC and Pizza Hut signs all together on our building. Creating an impactful sight and linking the activation directly to our ATL campaign for Lay’s. Our restaurant got featured on the main page of the Uber Eats app. It became an instant success. Local influencers and PR helped to spread the word further. The three bags were specially designed. The flavours where created by Lay's. Chicken taste for KFC, Teriyaki for Subway and Pizza Margherita for Pizza Hut. The audience received the chips in their favourite packaging. Highest ever Lay's organic social engagement rates (12,1% ER vs bench 0,5%).

Media impressions: 3.7 million Social impressions in two days more then: 800.000 All bags were sold out in two days(10.000 bags). Sales were up 240%. After opening the Pop-up restaurant, we sold the bags in the supermarket. Best marketing moments of June for Lay’s IRF Uber Eats pop up restaurant (mediamodifier blog) Lay’s IRF will be rolled out in South America in 2022 (Mexico and Brazil) and South Africa (in discussion in other countries such as Australia or France, samples requested every week for new countries) Impressive penetration after only 2 months : 6,6% NL/6,0% BE (vs 1,9% GFK bench) Out of stock in shelves for the 3 flavours as of the 1st week of the launch (consumers going to different grocery stores to try to find them and sharing hints on social media) Highest ever Lay’s organic social engagement rates (12,1% ER vs. bench of 0,5%)