Lay's: Heartwork – an ode to unsung heroes

Potato chips brand Lay's launched a unique and unprecedented cross-platform initiative in India to drive engagement and magnify reach by instilling positivity at a time of unprecedented crisis.

Campaign details

Brand: Lay'sBrand owner: Pepsico, Inc.Lead agency: Wunderman ThompsonContributing agencies: Mindshare, Edelman, Kantar, VMLY&RMarket: IndiaSector: Savoury snacks, potato chipsMedia channels: Events & experiential, Merchandise & free gifts, Packaging & design, Social media, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

The brand purpose of Lay's, the market leader in the potato chips category in India, is to fill the world with joy – for everyone. But how do you do that in a year ravaged by an unprecedented pandemic when everyone...

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