Lay’s Gourmet by Albert Adrià: Limited Edition Nougat
Client: Lay’s Gourmet
Strategy
Integrated Campaigns & Marketing
Content, Activations & Production
At Christmas, a more refined and indulgent side of us comes to life, one that Lay’s celebrates through its most premium product: the most exquisite and crunchy nougat ever created.
THE CHALLENGE
Lay’s Gourmet, at Christmas too
How do we de-seasonalize the product and become even more relevant during Christmas? How do we elevate the brand by reinforcing its distinctive character and PMF? How do we increase brand value beyond television?
THE IDEA
Albert Adrià and the creative process: inspiration meets innovation
Together with Albert Adrià, we created a limited-edition turrón with potato chips at its core, building an exclusive narrative designed to connect with a gourmet audience.
We supported the entire creative process, from concept and design to content production, shaping a unique gastronomic piece that generated earned media impact and allowed consumers to experience it both online and in selected gourmet retail spaces.
“A total madness. If I had one criticism, it would be how hard it is to buy: a product like this deserves to be more than just a publicity stunt.”
Mikel López Iturriaga
(El Comidista – El País)
