Table of Contents 6 2012 OVATION Awards Winning Entries

1. Traditional and social media audits
a. An assessment of the Lay’s brand and major competitors in Canada over 12‐24 months, as well as
consumer attitudes and behaviour towards locally‐grown food and snack food products
FH leveraged this research to create a campaign that would continue to resonate with media and
consumers in its second year, positioned the company as a community leader, and built brand equity.
Intended Audiences
Consumers:
Primary: the „Better‐Balanced Mom’, 25‐50 with a bulls eye of 35
She has a hard time balancing taste, quality and health. She is a realist; you can’t be good all the
time, but believes that simple is better – the more simple and real (less processed) the ingredients
are, the more comfortable she feels about her choices. She loves the idea of knowing where her
food comes from.
Secondary: Canadian snack‐lovers/adults who believe in simple daily pleasures, 25‐50
Media: English and French media outlets, short and long‐lead news/lifestyle/food/agriculture, including
print, television, radio, online outlets and bloggers
Goals/Objectives
Goals:
Develop an inaugural public relations campaign that continues to tell the Lay’s homegrown story in a
fresh and unique way to media and consumers in the program’s second year
Develop a national media relations program for the Lay’s Farmers campaign that generates branded,
on‐message and national coverage throughout 2011
Educate consumers about the origin of Lay’s potato chips ‘from farm to table’
Showcase and celebrate the Lay’s potato farmers as local, Canadian heroes responsible for growing
the potatoes that are eventually transformed into Canada’s favourite potato chips
Create and drive top‐of‐mind awareness of Lay’s potato chips amongst media and consumers
through the homegrown message
Get the Lay’s target consumer to change their perceptions of Lay’s by enlightening them that Lay’s
has local roots
Objectives:
Generate third‐party endorsement via media coverage to add credibility to the Lay’s homegrown
story by generating a minimum of 45 media stories, 20 million impressions and $0.03 cost per
contact
Solution Overview
FH supported the Lay’s brand to change consumer perception and communicate its local roots by
leveraging homegrown spokespeople across the country – the Lay’s Farmers. Utilizing the farmers
directly provided a credible, third‐party voice to lend authenticity to the program and endorsement to
the brand.