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In recent years, the global snack market has become more competitive than ever, with more local players in the space introducing relevant flavors and product claims. In Belgium, it was time for the Lay’s brand to launch new flavor innovations and try a new design approach to both retain current brand loyalists and acquire new consumers. Partnering with Brussels Ketjep, Lay’s launched two new iconic and localized flavors for the Belgian market: Lay’s Fries Mayo and Lay’s Fries Andalouse along with a campaign, #MoreBelgianImpossible.

Lay’s decided to directly engage Belgian consumers in the design process by challenging them to come up with design concepts “so Belgian” that they would spark fun and capture authentic local insights. The two most voted designs would then have the honor of being featured and credited on #MoreBelgianisReallyImpossible limited edition packs and win 5000€ for their contributions.

Belgian consumers cast their votes, and the two winning concepts, both Comic Strips, became a creative springboard to change the packaging design of Lay’s Frites Mayo and Frietjes Andalouse flavor crisps into a uniquely collectible set. One concept was presented in Flemish (stripverhalen) and the other in French (band dessinée), the two main languages spoken in Belgium. It was no surprise that it was a comic strip concept that most resonated with local consumers, as Belgium has a long tradition of comic book art that adorns city walls and buildings.

Working in partnership with illustrator Serge Seidlitz, the Design Team created a unique flavor story in a contemporary adult comic book style, featuring quirky Belgian characters and situations. With the unmistakable Lay’s branding front and center on pack, the comic book frames expanded across the pack, telling the story of the main character Frite/Frietje searching for their friend Mayo/Andalouse. The the interchangeable pack designs follow Frites as the character searches, finds, and subsequently loses Mayo, and then begins the search again on the next pack.

To date the Lay’s #MoreBelgianisReallyImpossible campaign has been positively received, having contributed to positive sales results as of week 45, when the new packs were released on shelf and above-the-line media began. Ultimately, with consumer involvement, what began as a Lay’s iconic local flavor launch became so much more - a co-creation and celebration of Belgian flavors and culture.