Lay's Partners with Uber for a Potato Chip Delivery Promotion in NYC
Laura McQuarrie — August 21, 2014 — Marketing
As part of its 'Do Us a Flavor' campaign, Lay's teamed up with Uber to offer a picnic and potato chip delivery service to hungry New Yorkers. Uber users entered the "LAYSPICNIC" promotional code to unlock a special picnic option that would send one of its new UberRUSH couriers their way. With UberRUSH, users were able to track the progress of the lightning-fast food deliveries.
Inside the picnic baskets were two sandwiches, two waterbottles, pickles, oranges, two bags of Lay's chips and a picnic blanket to spread out on. Naturally, the bags of potato chips that were included in this promotion were the finalists of the Do Us a Flavor contest, which include Cheddar Bacon Mac 'N' Cheese, Cappuccino, Wasabi Ginger and Mango Salsa this year.
Inside the picnic baskets were two sandwiches, two waterbottles, pickles, oranges, two bags of Lay's chips and a picnic blanket to spread out on. Naturally, the bags of potato chips that were included in this promotion were the finalists of the Do Us a Flavor contest, which include Cheddar Bacon Mac 'N' Cheese, Cappuccino, Wasabi Ginger and Mango Salsa this year.
Trend Themes
1. On-demand Picnic Services - There is an opportunity for food delivery services to partner with picnic blanket companies and offer on-demand picnic services like Lay's did with Uber.
2. Crowdsourced Food Selections - Businesses could create crowdsourced food selections, similar to Lay's 'Do Us a Flavor' campaign, to provide consumers with unique and personalized food choices.
3. Real-time Delivery Tracking - Opportunities exist to offer real-time delivery tracking for food delivery services, like UberRUSH, to enhance the customer experience and provide greater transparency.
Industry Implications
1. Food Delivery Services - Food delivery services, like UberEats and Grubhub, could utilize Lay's picnic delivery promotion as inspiration to create unique and memorable food delivery experiences.
2. Food and Beverage - There is an opportunity for food and beverage companies to create limited-time flavor selections, like Lay's 'Do Us a Flavor' campaign, to spark consumer interest and loyalty.
3. On-demand Delivery - On-demand delivery services, like UberRUSH and Postmates, could partner with businesses to offer real-time delivery tracking and expand their delivery capabilities.
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