Lay’s unveils its ‘Flavour’ finalists

The PepsiCo brand is asking Canadians to vote for their favourite pick of the four candidates remaining in the "Do Us a Flavour" contest.
LaysCanada

Lay’s Canada has released the four finalist flavours chosen from the over 600,000 entries into the “Do Us a Flavour” contest, which kicked off during the Super Bowl earlier this year.

The four flavours are Creamy Garlic Caesar from British Columbia’s Jill Munro, Grilled Cheese and Ketchup from Ontario’s Angela Batley, Maple Moose from Newfoundland’s Tyler LeFrense and Perogy Platter from Alberta’s Lucas Crawford.

Flavours in the final four were chosen by an internal team at PepsiCo Foods Canada based on criteria including how original and creative the flavour concept was, how simple and straightforward it was as well as its potential for being a delicious flavour, Susan Irving, director of marketing, PepsiCo Foods Canada, tells MiC.

Canadians are being asked to vote for their favourite flavour of the four, with the limited edition chips rolling out onto shelves across the country starting next week. Voting opens on July 30 and runs until Oct. 16, with the winner (who takes home the grand prize of $50,000 and 1%  of the flavour’s future sales) being announced in November.

The next phase of the contest is being promoted with a TV, radio, print and digital campaign featuring spokesperson Martin Short promoting the picks in a campaign-style fashion, says Irving. Media in the campaign is from OMD, with digital by Proximity and BBDO doing the TV, radio and print creative.

Print ads announcing the finalists will be placed in newspapers in each of the four flavour picker’s hometowns (St. John’s, Edmonton, Ottawa and Vancouver).

Finalists will also each also receive a slate of lawn signs promoting their place in the contest to display in their hometowns. Canadians can vote for their favourite flavour finalist once per day at Lays.ca/flavour or by texting “VOTE” to 101010.