Bangkok--26 Sep--Aziam Burson-Marsteller
Lay’s, Thailand’s #1 potato chip manufacturer, has launched a new marketing campaign called “Discover Surprises of Nature with Paula and Lay’s” that highlights the fact that Lay's is the “High Quality Real Potato” chip to strengthen its leadership in the snack market. The company has prepared full-throttle supporting marketing activities including advertising, PR and in-store promotions. The campaign features Paula Taylor, who confirms that Lay’s is made from the finest natural ingredients, while inviting teens to take part in an adventure tour with Paula to Baan Pa Ngam, Prachinburi.
Mrs. Chandvipa Pipatanakul, Marketing Director — Food, Pepsi-Cola (Thai) Trading Co., Ltd., which produces and markets Lay’s potato chips, said: “Discover Surprises of Nature with Paula and Lay’s’ is a year-end campaign that aims to highlight the key factor in how Lay’s really wins consumers hearts — the “high-quality real potato” that goes into every Lay’s chip.
“Each Lay’s chip is made from a 100% natural potato cultivated at the world’s leading potato farms in Chiang Mai, Lamphun, Mae Hong Son and Tak. Lay’s potato chips are carefully handled and closely inspected throughout the entire production process so consumers can be sure that Lay’s is made of “high-quality real potato” and is the ideal snack for everybody. This reflects our slogan: ‘Lay’s Naturally Irresistible’,” she added.
To promote Lay’s being “high-quality real potato” with quality, natural ingredients, Paula Taylor, a Lay’s presenter, will take 30 lucky consumers (15 prizes of two people each) on a 2-day, 1-night trip to Baan Pa Ngam, Prachinburi on November 23 and 24.
To enter the “Discover Surprises of Nature with Paula and Lay’s” contest, consumers simply send in the most impressive nature photo they have ever taken along with a short description to PO Box 1, Chand Kasem Post Office, Bangkok 10904. Entries will be accepted from today until November 7, 2006. Contestants will be eligible to win one of 15 prizes of a trip for two to Baan Pa Ngam, Prachinburi. The company will contact the winners who submit the most impressive photos. For more information, call 0-2689-4661.
“As with other Lay’s activations, we expect many Lay’s fans will welcome this campaign and send in their nature photos for a chance to go on this exciting trip with Paula,” concluded Mrs. Chandvipa.
The campaign is supported by core activities including the “Natural” TV commercial. It focuses on Lay’s quality, with Paula Taylor at a potato farm where she is teased by a hill tribe boy asking: “Have you ever seen a plant make an egg?” The commercial, which airs today, then shows how the plant produces a potato. The commercial was shot at Lay’s potato farm in Tak province. Other marketing activities supporting the campaign include posters, billboards, POP displays at modern trade outlets, in-store promotions and a special promotion on the Show Time By Sasithorn program on Channel 9.
Lay’s potato chips are available in 10 flavors including Original, Bacon & Cheese, Nori Seaweed, Mexican BBQ, Sour Cream & Onion, Cheese & Onion, Sweet Basil, Grilled Lobster and Extra BBQ. All are available in four sizes including the small pack at 6 baht; the portable pack at 10 baht; the middle pack at 20 baht; and the large pack at 30 baht.
For more information, please contact:
Ksama Thongpitak or Duangnead Chevavichavankul
Aziam Burson-Marsteller
Tel. 0 2252 9871
E-mail: [email protected]
Click for photo release at www.thaipr.net