Case Study: How Lay's converted awareness into sales across the On Premise during Champions League football

Client: PepsiCo

Brand: Lay’s

Sponsorship Asset: UEFA Champions League

What was the client’s business problem?

Converting awareness into availability and association.

As Official Global Sponsor of UEFA Champions League, Lay’s had no problem with driving awareness. Their platform “No Lays No Game” was fronted by Thiery Henry and David Beckham while above the line media placement was extensive.

In France, they knew that many fans watched games together but herein ‘lay’ the problem - lots of bars and restaurants didn’t stock the product and few fans thought to buy the product during games.

What were they looking for?

A simple out of home mechanic that would leverage the “No Lays No Game” platform, encouraging bars to stock their product and fans to associate watching Champions League football with eating a packet of Lays.

How had they tried solving this in the past?

In reality, PepsiCo had tried very little with regards executing campaigns on Lay’s in the On Premise, giving limited reason for venues to begin stocking the product and little to no hook for consumers to engage with the product.

What concerns did we need to overcome?

The primary concern was whether or not bars themselves would embrace a digital promotion. The secondary one was whether a simple offer like getting a complimentary packet of Lay’s during the game would be sufficient to engage consumers.

What operational challenges did we need to consider?

First and foremost, we had to win the hearts and minds of bars and restaurants. As Byron Sharp will tell you, awareness counts for nothing without availability.

What was FANZO’s solution?

A simple proposal to bars. If you choose to stock Lay’s crisps, we will actively promote your bar to fans looking to watch football, while paying for a complimentary packet of crisps for fans in the bar - enhancing the game experience and, with any luck, encouraging them to stay a little longer with their friends.

FANZO engaged its large network of bars and restaurants in France to participate in the campaign before working with PepsiCo to make the No Lay’s No Game creative come to life across our communication with fans.

We’re so certain there’s no game without Lay’s we’re going to give you a pack during the game when you watch in the bar.

The simple mechanic was executed using FANZO’s proprietary digital vouchering technology while we also briefed and supported venues with their execution of the promotion - from site visits and merchandising to reporting and insights.

Has it been successful?

Yes.

Measured Impact:

• More than 70 bars participating in the activation
• 300,000 unique consumers engaged across FANZO digital channels
• Each fan shared the experience with more than 3 people on average.
• 50% consumers redeeming their complimentary crisps were new consumers while +80% purchased Lay's again afterward