The Brief

In January 2023, Lay’s launched a special offer around a specific product called Lay’s MAX. The campaign consisted of 4 advertising waves, with multiple promotions in various stores.

The challenge: Maximize in-store traffic, promote the new product, and create a tailored message that is adapted to each supermarket.

The Strategy

– Deploy a national drive-to-store campaign targeting a selection of 1600+ supermarkets selling similar products.
– Create a custom set of mobile innovative formats for each supermarket brand (Interstitial, MPU, Banner, Store locator)
– Generate sales thanks to custom creatives for each of the 4 waves of the campaign.
– Optimize visits in real time.

As a result, we obtained a low CPV despite a large coverage of point of sales.