Canada's Favourite Potato Chip Brand Offers One Canadian the Chance to
Win $50,000 Plus 1% of their Winning Flavour's Future Sales
TORONTO, Feb. 4, 2013 /CNW/ - Canada is one of the most diverse
countries in the world, with a palette as rich as our culture and
expansive as our borders. Our varied tastes have led Canada into the
forefront of flavour innovation, with Ketchup and Dill Pickle potato
chips being wildly successful Canadian creations. Our diverse palettes
and knack for flavour creativity are the reasons that the Lay's brand is bringing the globally popular Do Us a Flavour™ contest to Canada.
The Lay's brand and comedic legend Martin Short are asking Canadians to create
the next great Lay's potato chip flavour idea by participating in the Do Us a Flavour contest. Launched during the Super Bowl half time show, the Do Us a Flavour contest asks Canadians to submit their flavour idea at www.lays.ca/flavour for a chance to win $50,000 CDN plus 1% of their winning flavour's
future sales (after the voting period).
As the star of the Do Us a Flavour ad that launched during the Super Bowl, Martin Short will be in Canada
in February to help inspire a nation of potential taste makers, as well
as serving as a judge in the selection of the four finalist flavours.
"I am absolutely thrilled to be a part of the Do Us a Flavour program," says Martin Short, Canadian comedic legend. "I think that we
Canadians are an incredibly creative bunch and as a nation with such a
rich mix of traditions, cultures and backgrounds, I think we are going
to see some wonderfully inventive flavours."
A national survey*, commissioned by the Lay's brand and conducted by Leger marketing, revealed that beyond plain
chips, Canadians are currently most likely to choose Barbecue, Salt and
Vinegar, and Sour Cream and Onion when snacking. But that could change
completely depending on the new innovative flavour ideas submitted
during the contest.
"The Lay's brand has created some really delicious flavours over the years, and
now we're asking our fans to weigh in and share their ideas," says
Susan Irving, director of marketing, PepsiCo Foods Canada. "Who better
to create our next Lay's potato chip flavour than our Canadian fans who love us the most?"
The Lay's brand is supporting the launch of Do Us a Flavour not only through a new commercial featuring Martin Short, but also with
a fully integrated campaign to reach out to chip lovers across the country. Consumers will be able to learn more
about the program through custom in-store displays, new Do Us a Flavour packaging for Lay's chips, online and radio ads along with public events in Vancouver on
February 16 and Toronto on March 2.
To submit a flavour idea, Canadians will be asked to provide their
flavour name, up to three ingredients and their flavour inspiration
(maximum 140 characters) at www.lays.ca/flavour by April 15, 2013. Fans without a Facebook account can also submit by
texting FLAVOUR to "101010". Standard text messaging rates may apply.
Four finalist flavours will be selected from eligible entries by a panel
of judges and will then be made available in stores nationwide
beginning around July 30, 2013. Once they hit shelves, Lay's fans across the country will be able to purchase and try all four
finalist flavours and vote for their favourite at www.lays.ca/flavour until October 16, 2013.
While all four finalists will have the chance to see their flavours come
alive on the shelf, only the grand prize winner will take home $50,000
plus 1% of their flavour's future sales (after the voting period). The
grand prize winner is set to be announced in November, 2013.
Visitors to the Lay's Do Us a Flavour page will be able to interact with the contest on Facebook in deeper,
more digital ways. Exclusively for the contest, Canadians can select
their favourite flavours by clicking the "I'd Eat That!" button (rather
than the standard Facebook "Like" button), and they can share their
favourite flavours with their own Facebook community as a fun way to
interact with their friends and other contestants in head-to-head
Visitors to the Lay's Do Us a Flavour page can also explore where in Canada each flavour was created, gaining
a glimpse into how flavour preferences differ across the country.
The Lay's Do Us a Flavour television ad will begin to hit airwaves nationally in the coming
weeks. For more information and full contest rules, visit www.lays.ca/flavour.
National Flavour Survey Results
The National survey conducted on behalf of Lay's revealed a number of interesting flavour insights both at a national
and regional level:
Only one in ten Canadians know that Ketchup chips are exclusively
Half of Canadians think geography influences flavour preferences.
Young Canadians (under 35 years of age) say that poutine is the flavour
that would best represent their province, regardless of where they
When surveyed, almost 40% of Canadians chose ingredients like garlic
bacon and cheese to potentially flavour their chips. Sweet flavours are
ranked the lowest, with ingredients like honey, cinnamon and sugar
being the least popular.
Lay's potato chips are Canada's favourite potato chip brand, leading the
market share in all Canadian regions. Lay's is one of PepsiCo Canada's flagship brands. For more information,
please visit www.lays.ca.
About PepsiCo Canada
PepsiCo's businesses in Canada are organized into two business units.
PepsiCo Foods Canada includes Frito Lay Canada and the Quaker Foods and
Snacks business. PepsiCo Beverages Canada includes Pepsi-Cola Canada,
Gatorade and Tropicana. For more information, please visit www.pepsico.ca.
PepsiCo is a global food and beverage leader with net revenues of more
than $65 billion and a product portfolio that includes 22 brands that
generate more than $1 billion each in annual retail sales. Our main
businesses - Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola -
make hundreds of enjoyable foods and beverages that are loved
throughout the world. PepsiCo's people are united by our unique
commitment to sustainable growth by investing in a healthier future for
people and our planet, which we believe also, means a more successful
future for PepsiCo. We call this commitment Performance with Purpose:
PepsiCo's promise to provide a wide range of foods and beverages for
local tastes; to find innovative ways to minimize our impact on the
environment by conserving energy and water and reducing packaging
volume; to provide a great workplace for our associates; and to
respect, support and invest in the local communities where we operate.
For more information, please visit www.pepsico.ca.
*About the Survey
The national survey of 1,500 Canadians was completed online between
January 7 and January 9, 2013 using Leger Marketing's online panel, LegerWeb. A probability sample of the same size would yield a margin of error
of +/- 2.5%, 19 times out of 20.
SOURCE: PEPSICO CANADA
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Additional Media Assets Available
For additional information, survey findings, interview requests, images or a copy of the Lay's Do Us a Flavour commercial, please contact: