Home  › Marketing › Strategies
lays-do-us-a-flavor

Lay's Seeks Fan Votes for Fan Flavors

  |  February 13, 2013   |  Comments

In the second phase of its Do Us A Flavor campaign, Lay's is asking for fan votes to save a favorite consumer-submitted chip flavor.

After a submission phase that netted nearly 3.8 million entries, Lay's Potato Chips has unveiled three consumer-inspired flavors and is asking for fan votes to "save" one to keep on store shelves for good. The flavors, Lay's Cheesy Garlic Bread, Lay's Chicken & Waffles and Lay's Sriracha, come in the second phase of Lay's Do Us A Flavor contest on Facebook.

As of Tuesday, the three finalist flavors are available for purchase nationwide. Through May 4, consumers can vote each day for their favorite flavor in three ways: on the tab on Lay's Facebook Page; via Twitter using the hashtag #SaveChickenWaffles, #SaveGarlicBread or #SaveSriracha; or by texting "VOTE" to 24477 (CHIPS).

The winning flavor will be revealed in May. Submissions were accepted July 20 to October 6, 2012.

Finalists were selected by a Lay's team that reviewed entry information, including name, ingredients and inspiration. In the case of duplicate entries, Lay's used the inspiration component of the entry to determine which one got the edge, says Lay's spokesman Chris Kuechenmeister.

Lay's has held dozens of Do Us A Flavor contests worldwide to date. Its first such contest was in the U.K. in 2008. Lay's says the contest has yielded millions of chip flavor suggestions, including Mastana Mango, Walkie Talkie Chicken, Caesar Salad, Chilli & Chocolate, Late Night Kebob and Cajun Squirrel.

This marks the first Do Us A Flavor competition in the U.S.

"Because of America and our culinary interests and flavor interests evolving, in general, we were looking for a robust collection of flavors," Kuechenmeister says. "It being the 75th anniversary of the Lay's brand, it was a great opportunity to celebrate the consumers that have made the brand successful. What better way than to put the selection in their hands and have them be part of the whole process?"

In order to promote the campaign, Lay's, which has 5.9 million likes on Facebook, has updated its cover image to include the message: "Endorse your fave and your msg may appear here!" Kuechenmeister says this is simply a means to encourage engagement and could include posts from anywhere.

While voting data wasn't available, as of Tuesday, a Facebook post announcing the new flavors had 1,600 likes and 455 shares.

Reaction among Facebook fans was mixed on the first day, with some fans longing for flavors that didn't make the cut, like Garlic Fries, Jalapeno Cream Cheese and Jamaican Jerk. (According to Lay's, the most frequent ingredient submissions included: bacon, chicken, potato, garlic and chocolate.)

On Twitter, Lay's held a single-day giveaway promotion on Tuesday in which it asked Twitter users to follow @Lays and use the hashtag #DoUsAFlavor for a chance to win bags of the new chips. As of Tuesday, Lay's had 11,000 followers.

Promotion also included an appearance by the finalists and spokespersons Michael Symon and Eva Longoria at the New York Stock Exchange on Tuesday.

The two runner-up finalists will each win $50,000. The grand prize winner will take home $1 million or one percent of the 2013 net sales of the winning flavor, whichever is higher.

Lay's is a brand in PepsiCo's Frito-Lay division.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...