The Lay's Wavy Brand and Brit + Co Are Teaming Up with Pinterest
Rebecca Byers — March 23, 2015 — Lifestyle
References: pinterest & marketwatch
The Lay's Wavy brand and tech-infused DIY website Brit + Co are teaming up with Pinterest to engage consumers in creating the first cookbook created on the social media platform. The Pinterest-fueled cookbook will feature a variety of recipes using Lay's Wavy products and can be considered part of the continued effort by the junk food brand to make potato chips a staple ingredient.
Similar to fast food-branded efforts such as the Doritos Locos Tacos at Taco Bell, Lay's is continuing to pursue opportunities for rebranding potato chips as a meal staple rather than an indulgent deep fried snack.
The social media portion of the campaign is useful for Lay's Wavy as it will allow them to test out certain daring flavor combinations and see what truly resonates with consumers.
Similar to fast food-branded efforts such as the Doritos Locos Tacos at Taco Bell, Lay's is continuing to pursue opportunities for rebranding potato chips as a meal staple rather than an indulgent deep fried snack.
The social media portion of the campaign is useful for Lay's Wavy as it will allow them to test out certain daring flavor combinations and see what truly resonates with consumers.
Trend Themes
1. Social Media Cookbooks - Creating cookbooks on social media platforms can engage consumers and provide a space for brands to test new flavor combinations.
2. Fast Food Meal Staples - Rebranding a product from deep-fried snack to meal staple can provide opportunities for new market segments for fast-food brands.
3. DIY Recipe Platforms - Collaborating with DIY recipe websites can enable brands to connect with a wider range of consumers and enthusiasts.
Industry Implications
1. Food and Beverage - Fast food-based F&B brands can bring innovations to their menu/products with new flavor combinations.
2. Social Media - Social media platforms can be utilized to target a niche audience by providing a space for testing, engaging, and educating consumers.
3. Tech-infused DIY Websites - Collaborating with tech-infused DIY websites can enable F&B brands to reach tech-savvy and modern-day audience blocks.
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