Creating high impact campaign for new Lay's product
"Locala’s data-driven approach and expertise in developing tailor-made strategies for the Lay’s MAX campaign resulted in great impact and engagement. With their assistance, we successfully reached a substantial number of points of sales while maintaining a low cost per visit."
Laetitia Rolin
Brand Manager Lay’s Create NE
Uplift 6.30 %
vs. Benchmark 4%
Impressions +2.1 M
CPV 0.60 €
vs. Benchmark 5€-6€
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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.

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