Lay’s made jackets from recycled chip bag foil. These stem from the two dropping flavors of the Iconic Restaurant Flavors campaign.
The idea to make a fashionable puffer jacket arose, according to Mischa Schreuder, ECD and partner at Fitzroy, during a brainstorming session for the reveal phase. “We’ve been puzzling over how to reveal a flavor that people have been seeing on the shelf for almost a year now. It couldn’t be about the two dropping flavours, so we had to come up with a new context to present the winner. Amsterdam fashion brand XPLCT then joined in to design and produce the jacket in their own studio.’
The jacket is made from recycled chip bag foil from the two declining flavours. In this way, waste is transformed into fashion in a unique way. Moreover, the jacket is not filled with duck down or polyfill, but with real Lay’s chips in the winning flavors.
The dropping cases come from a previous Lays campaign. The Iconic Restaurant Flavors campaign kicked off in April 2022 with three new limited-time flavors in the Lay’s range: Lay’s x Subway Teriyaki, Lay’s x KFC, Original Recipe Chicken and Lay’s x Pizza Hut Margherita. The winning flavor in the Netherlands and Belgium was gaining a permanent place in Lay’s range.
The jackets could be won in the Netherlands and Belgium until December 31 2022 via the promotion site.
