Lay’s, together with Cabral and Puya in a new Romanian campaign

Cristina Blanaru Ads, Creativity

Lay’s started a new campaign in Romania, having as ambassadors Cabral and Puya. The campaign promotes the launch of 3 new assortments of chips and challenges the consumers to guess the names of the newly launched products and have a chance to win 3 big prizes (RON 25,000 each) and a lot of other prizes.

Lay's_Cabral & Puya

Puya and Cabral, together with 2 teams of Romanian bloggers, went to a farm and, after an intense cooking session – during which they tested the recipes and exchanged opinions, the 2 ambassadors challenged all Romanians: by November 16th, all consumers are invited to enter the contest, on a special website and via SMS.

The new Lay’s campaign is the most daring initiative we had until now: we launched 3 secret recipes and an challenge. As we are used, Cabral and Puya start this challenge, and our consumers are rewarded at every step on the way. We will also help them, offering them clues and surprises to help them find the secret names and win the prizes at stake

Alina Imbrea,

Marketing Manager Snacks East Balkans, PepsiCo.

Lay’s challenge is communicated with a TV campaign employing Romanian celebrities like Puya, Cabral, Cornel Ilie, Andreea Ibacka, Don Baxter, Doddy and Vescan.Lay's_Andreea & Cabral

The campaign is supported with numerous clues, published on Lay’s Facebook age, on campaign’s website and with dedicated TV materials. It also includes in-store executions, outdoor, PR and digital.

Campaign credits:

  • Lay’s Romania: Alina Imbrea – Marketing Manager Snacks PepsiCo East Balkans, Iulia Dobre – Group Brand Manager Lay’s, Gabriela Ionescu – Brand Manager Lay’s, Alina Nicolae – Brand Manager Lay’s, Bianca Anghela – Marketing Trainee, Ana-Maria Năstase – PR Specialist.
  • Graffiti BBDO: Vlad Lazar – Creative Director, Celia Draganoaia – Copywriter, George Popa – Art Director, Cristina Schitco – Senior Account Manager, Ana Maria Feraru – Account Executive. 
  • Golin: Monica Botez – Partner, Irina Roncea – Director, Corporate Division, Alina Stefan – Manager, Corporate Division, Teodora Ieseanu – Media Associate, Raluca Duta – Community Manager, Auras Geambasu – Digital Specialist, Simina Zidaru – Creative Associate.