Lay’s wanted to find an entertaining way to remind consumers that Lay’s are made from real potatoes. But the execution also needed to break through in a heavily saturated snack market. Our brief was to crack that code with a new creative idea that amplified a larger campaign with Anitta, an immensely popular artist with over 63.3 MM followers on Instagram, numerous awards from MTV VMAs, and nominations from Latin Grammys. The objective was to use an innovative activation that highlighted real potatoes and helped freshen up the perception of Lay’s as a classic brand.

Using over 6000 real Lay’s potatoes wired up in sequence, we created a Guinness World Records Title setting potato battery.

The potato battery was charged by our potatoes, and had enough voltage to power studio recording equipment that was used to record Anitta and create a remix of her hit single “Envolver.” A song that topped the daily global chart on Spotify and went from 82 to 19 on Billboard in just one week.

We then amplified our activation by putting the remix on a national TV spot called “Beat of Joy”– an ad featuring Anitta and an iconic Latino car sound system – voceteo – which resonated with our target.

Lay’s needed to share an awareness message with Hispanic audiences in an entertaining way. So, we had the unique challenge of finding a creative and enticing approach to spotlight Lay’s new partnership with global Hispanic music artist, Anitta, while educating consumers about Lay’s chips being made from real potatoes. Through a :60 film that was teased on socials, and ultimately lived on YouTube amongst other channels, users were drawn in by science and music, and left with more knowledge about Lay’s. By finding a way to headline this story for PR coverage through the music innovation stunt, we were able to earn more impressions about the project as a whole. A breadth of publications from pop-culture to snacking quickly took notice, gaining an impressive number of impressions and teaching a large audience of consumers about Lay’s unique potatoes, and the power they have to create chips and more.

By creating a story that began with innovation and ended in education (about potatoes), we were able to garner coverage for entertainment purposes, and scale our messaging to reach more people who may have been unaware of Lay’s unique potatoes. In total, there were 6.55M mentions of Anitta X Lay’s in the month of January.

99% positive brand sentiment

2 billion+ global impressions

223M Total Social Engagements

3.4 MM Video Views

38% Avg Video View Rate

Total of 6.55M mentions of Anitta X Lay’s in the month of January