‘Lay’s Summer Days’: Custom Digital Packaging Uses Instagram Photos

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Lay's Summer Promo

The snack-customization binge has reached new levels with a fresh summer promotion by Lay’s: 200,000 Americans can receive a bag of Lay’s potato chips imprinted with a digital photo that they have submitted.

The “Summer Moments Made Better” by the Frito-Lay brand is partnering with Instagram to offer consumers the opportunity to share some of their favorite memories on an eight-ounce bag of barbecue, sour cream & onion, or classic flavor Lay’s chips.

The first 200,000 people to go to Lays.com with codes from specially marked bags will be able to put their Instagram picture on a real bag of chips and automatically be entered in a sweepstakes to win prizes such as a paddle board.

“Engaging our consumers is really important to us, so we want to continue to give them a voice and a way to connect with our brand in a meaningful way,” Sarah Guzman, senior director of marketing for Frito-Lay North America, told brandchannel. “During the summer, Lay’s plays an important role in their lives and in their moments.”

Lay’s conducted a similar promotion last year but on a smaller scale, sending 10,000 photo-customized bags to the first customers to sign up. “The response was just overwhelmingly positive” to the program, which didn’t involve Instagram, Guzman said. A digital version of the photos could be shared via social media.

Instagram came into the picture this year, she explained, because “we wanted to make sure we were using a platform that consumers already are using on a regular basis to share their pictures.”

Last year, Lay’s saw “a lot of social summer moments in the photos, and many of them revolved around food,” she said. “I expect we’ll see similar content this year.”

The promotion ends July 4.

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