‘Flavor Me’ asks Miss Liza Lay’s

Lay’s Arabia Challenges Chip Fans to Create Its New Flavor
A first-time initiative from Lay’s in GCC focuses on public demand

18th December 2011, Dubai – Lay’s Potato Chips today unveiled a company-first for the GCC, with its new ‘Flavor Me’ campaign. The initiative will challenge Lay’s chip fans to nominate a new flavor of chips, which the brand will produce and launch in 2012. Dubai’s Burj Al Arab Hotel provided the stunning backdrop to a fun-filled launch, where guests and stars came out in attendance to celebrate the new launch and to wish Liza Lay’s, the star of the campaign, luck on her romantic, flavor-filled quest.

The campaign’s call to action is to choose a favorite flavor for Liza Lay’s. Under the tagline, ‘Flavor Me’, Liza Lay’s will take consumers on a journey to find her perfect flavor partner.

Liza Lay’s was joined on stage by her personal advisor and Lay’s ‘Flavorologist’ Chef Osama, who outlined the reason for inviting the public’s flavor nominations.

Chef Osama said, ‘Liza cannot decide on her preferred flavor and decided to ask the public to share their favorite flavor. With so many fantastic flavors to choose from across the Middle East, it will be very exciting to see what the public will nominate’.
Saudi comedian and YouTube star Omar Hussein who kept event guests entertained throughout the evening, then backed the campaign with his flavor choice.

‘Miss Lay’s is a fun looking young girl, who I think would suit my favorite lunchtime choice, Grilled Chicken with Nafar Rice,’ said Omar Hussein.

Speaking on behalf of Lay’s and the company’s reason for launching the campaign, General Manager of Saudi Snack Foods, Talal El-Khalil said, ‘This campaign is all about consumer engagement. Our consumers can enjoy and involve themselves in a series of activations as they follow Liza’s flavor pursuit. This is a business–first for Lay’s in the GCC, never before have we opened up a product decision to the public. We believe that this exciting, consumer-focused initiative is the best way of giving the public what they really want.’

Lay’s statistics wholly back the company’s decision to introduce consumer empowerment; Lay’s makes and sells around 100 million chips a day across 14 countries in GCC and Levant regions. What the consumer thinks really does matter, and this campaign embraces that.
From 18th December, the public will be able to submit their favorite flavors on the Lay’s Arabia Facebook page www.facebook.com/laysarabia, via SMS (+966 501 369 369), or through Lay’s Arabia website www.laysarabia.com where the public can also follow Liza and her search for Mr. Right.

‘Flavor Me’ is inspired by sister PepsiCo brand Walkers’ ‘Do us a flavor’ campaign that ran in the UK from 2008 – 2009. Lay’s Arabia will run ‘Flavor Me’ across 14 countries in GCC and Levant regions.

Meet Liza Lay’s
Liza Lay’s is a lively and bubbly potato from Lay’s, who is well known for her sense of humor and sweet character. Liza has a weakness for shopping, especially colorful trainers and statement belts. She loves the colors yellow and red, as well as romance novels and comedy movies like ‘Meet the Potatoes’ and ‘Mr. & Mrs. Potato’. Her all-time favorite song is of course, ‘I say potato, you say potato’!

Liza Lay’s was born into a good family, and graduated from Lay’s university, with honors. Soon after her graduation, she decided she was ready to take the next big step in her life; to get married.

This exciting yet unanticipated news took the country by storm, and hundreds of suitors have been flooding her house with gifts since. Some have even flown thousands of kilometers just in the hope of meeting her. Liza’s personality seems to have a magnetic force and flavors seem to find her irresistible. Her parents and friends have been trying to assist her, but with so many flavors, it is impossible for Liza to choose, even with their help!

This is an overwhelming decision for her, and she is now calling on you to help her get married and live happily ever after in the new pack of Lay’s. Help Liza find happiness and perfect flavor match!

About Saudi Snack Foods
Lay’s Potato Chips are produced by Saudi Snack Foods Company Limited (SSFL). Made only from Saudi potatoes, current flavors include: Chili Lemon, Chili, French Cheese, Salt, Salt and Vinegar, and Tomato Ketchup.

Saudi Snack Foods Company Limited (SSFL) was established in October 1995 when PepsiCo went into a joint venture with local Saudi partners:  Sheikh Khalid Ali Abdullah Bugshan, Ahmed H. Algosaibi and Brothers Collective Company & Sheikh Abdul-Khaleq Mohammed Saeed Qasim, and has since built itself up to be the market leader in the potato chip category in Saudi Arabia, and the largest salty snack producer in the GGC at present. Current brands are Lay’s, Tasali, Cheetos, Quavers, Doritos and Sun Bites.

SSFL employs over 2000 employees, operating in 11 locations, and 2 manufacturing plants, with significant reach and presence in GCC and Levant countries, including: Jordan, Lebanon, Yemen, and Iraq. Within PepsiCo world, Saudi Snack Foods Company Limited (SSFL) is part of GCC Foods Business Unit (BU).