Lays Creative Brief ALLIN PRODUCTIONS Brief Overview Lays

Lay’s Creative Brief ALL-IN PRODUCTIONS

Brief Overview §Lay’s are asking us to develop/adapt the example creative brief for a UK audience and to come up with a multimedia campaign. §Introduce their snacks into a highly-competitive market as something “different to the Norm”. §Must have a USP. §Targeting the run-up to Xmas 2019.

Key Challenges • The Lay’s brand is virtually unknown to UK audiences, although it is very popular internationally. • 3 Month Deadline, September through to Christmas. • Budget – Current costs come to £ 2, 334

Purpose of communication • The project’s focus is on UK audiences • Making this audience aware of the Lay’s brand • So that Lay’s can begin selling their products in the UK.

Competitors • Walkers Dominates the UK crisp industry

Target Audience § 16 – 28 Year Olds §Young audience – Clicks with social media, They are looking for a more unique crisp that stands out from the others.

Background and Context • Lay’s are very popular outside the UK but are virtually unknown within the UK. • The brand has some unique flavours that Walker’s have not released, since up to this point Walker’s has basically been used as a British version of the Lay’s crisps. Since the two logos are so similar, the logo for Lay’s would need to be changed, possibly to reflect the more unique flavours.

Tone & Brand Voice • The tone that Lay’s should take should reflect the more unique flavours and should perhaps be cheeky in how regular crisps are “bland”, but Lay’s add some variety to your life. • It should tick with a young adult audience and so our focus should be on social media.

Media Strategy §We have chosen to use social media to advertise the campaign as it is proven to be the most effective in this age range. §Instagram - post photos of the crisps on Instagram, to generate buzz. Use popular hashtags to get into people's explore page. Post vertical videos on IGTV and buy advertising space in timeline and on IG story. §Twitter - Engage with trending topics, with tweets that are trending. again post photos and videos of the crisps. Buy advertising space on Twitter. §Snapchat - Buy advert space on Snapchat stories. §Facebook - Engage again with trending topics. again post photos and videos of the crisps. Buy advertising space of all kind on Facebook. §You. Tube - Engage with influencers, possibly do sponsored videos. Again run video adverts on the platform

Media Strategy Continued Use a central hashtag throughout all marketing to tie it all up across the various different social media platforms §Video ads - Look to mix the Lay's foreign advert with the new Philadelphia advert. Create vertical video adverts for different platforms, such as snapchat and Instagram. Create 30 second, 5 second and full length adverts. We can discuss the content later. §Photo ads - create photo based adverts for us in timelines on social media and possibly print based. §TV - Channel 4 would be a good shout to advertise on. Find the best time to advertise to 16 -28 year olds. §Radio - We probably shouldn't advertise on Radio stations, Spotify with directed advertising to more niche audiences would be better.

Time Scale §See Print out

Budget You. Tube advertising - Costs £ 6 per day. Packs of Chips - £ 50 Advertising on Channel 4 - Lowest is £ 50 per day and goes up to £ 300 including peak time. Hiring the Media Room - It is £ 50 for 1 hour, which include all of the equipment, such as cameras, computers and access of green screen etc. The total budget is up to £ 2, 334 at the moment. Some budget costs are pending, due to waiting on advertising company’s responses, but the main costs of this project are shown above and the rest will be updated soon.

Chief Message • Friendly • Spread Love • Unique Flavours