Lay’sthe Pepsico fried potato brand wants to invite Spaniards to overcome their fear of cooking potato tortilla through his new campaign “as simple as throwing eggs.” The concept is based on the results of a study by Salvetti Llombart for Lay’s, which reveals that more than 13 million Spaniards express fear of cooking potato tortilla, a figure that increases in the case of young people between 18 and 24 years.
More than half of the respondents say that the tortilla is only suitable for “experts”
The study is also extracted that about 60% of the people consulted claim that it is complicated that a potato omelette goes well. A difficulty that leads to 43% of respondents to ensure that “Less and less cooks” for the preparation time that it entails, among other aspects. For more than half of respondents, potato omelette is only suitable for “Experts.”
Starting from these insights, the brand has materialized fears that have a good part of the Spaniards when making a potato tortilla, creating a LIMITED EDITION OF CAMPEROS EGGS in collaboration with the brand of fresh eggs Dagu. Eggs have printed fears inspired by real comments published by users on social networks “For consumers to literally break their fears by cooking this dish”is explained in a statement.
This limited edition of eggs is available in the establishments of El Corte Inglés in Sanchinarro, Campo de las Naciones and Pozuelo de Alarcón, in Madrid.
“With this campaign we want to take another step and present Lay’s as an ingredient to cook a dish as iconic as potato tortilla and encourage consumers to overcome their fears in humor key”Stresses Erica Lascorz, marketing director of Lay’s for southern Europe. Thus, Lay’s proposes a simple and fast recipe to prepare a potato tortilla made with Lay’s in 10 minutes.
As part of the campaign, Lay’s has launched an advertisement in which the results of a social experiment made to real consumers are shown. The brand gathered people of various ages to cook an omelet with their potatoes. The participants said that this ingredient facilitated the preparation process and contributed to overcome it successfully.
Under the motto “Unexpectedly good”The brand is claimed as a convenience product by offering the consumer a different and comfortable alternative to cook the typical dish of the gastronomic culture of Spain.
To amplify the campaign, the brand has carried out an action of outdoor advertising Vinyling several cast trucks that have made different tours to be at the points of sale where you can find the limited edition of the eggs.
At the digital level, Lay’s will have the collaboration of different influencers and content creators in order to demonstrate to their followers how simple it is to prepare a potato tortilla with Lay’s.
The campaign, Issued by TBWA has had the joint action of the OMD agencies, in the media strategy; H2H, in influencers management; and probability, in the strategy and execution of public relations.
