Print is still very much alive, and we need a creative mind to make the pages jump out with a set of unique Ads!

Lay’s Kettle Cooked (LKC) is looking for a new and unique print campaign, and they want YOU to come up with creative concepts that communicate their brand distinction and bring their delicious flavors and mouth-watering real food ingredients to life!

LKC’s distinction is centered on three main characteristics:

• Crafted product that delivers trusted quality
• Has an engaging crunch that creates a dynamic, layered experience
• Tempting pleasure that comes from real food inspired flavors

 The overall goal is to create a unique, ownable campaign idea that can be communicated primarily in print across 4 standalone executions (Less Fat Jalapeno Cheddar, Less Fat Cream Cheese & Chive, Lattice Aged Cheddar, and Jalapeno). The Print Concept must:

• Inspire consumers to choose Lay’s Kettle Cooked with a unique, breakthrough campaign that communicates our brand distinction, bringing to life our delicious flavors and mouth-watering real food ingredients.
• Drive breakthrough with a page stopping, unexpected twist that engages the consumer.
• Remind consumers of that special moment with their partner at the end of the day, when they can reconnect and unwind.

Check out the Objectives section for details on their key marketing messaging, target audience, and other relevant details you should consider.

The goal of this project is to create a unique campaign idea that can be communicated primarily in print across 4 standalone executions for Less Fat Jalapeno Cheese, Less Fat Cream Cheese & Chive, Lattice Aged Cheddar, and Jalapeno.

The campaign needs to inspire consumers to choose Lay’s Kettle Cooked while communicating brand distinction (see below) and bring to life the flavors and real food ingredients.

Their existing print campaign has performed well, due to the high appetite appeal and unique, unexpected twist of the ingredient-to-chip flavor transformation, however it has reached wear out and they need a new idea to communicate their brand distinction.

--Brand Distinction:

Lay’s Kettle Cooked offers safe discovery that gives those who are young at heart the ability to experience more. 

Brand Attributes:

• Crafted
• Engaging Crunch
• Tempting Pleasure

Brand Distinguishing Characteristics:

• Trusted Quality
• Dynamic and Layered
• Real Food Inspired

--Key Marketing Messages:  

GET the Young at Heart, who opt in to experiencing more

TO choose Lay’s Kettle Cooked as their special snack for when they want to reconnect

BY showing how LKC can distinctly brighten our moments

BECAUSE only Lay’s has the expertise to craft a delicious kettle chip with flavors this tempting.

--Target Audience: LKC consumers are young at heart mid-lifers, ages 45-54. They are at a comfortable place in their lives where they can refocus on themselves and their partner. This consumer is looking to experience more out of life and is interested in trying new things.

--Tone:

• Grown-up
• Indulgent
• Playful
• Lighthearted
• Optimistic
• Adventurous (but not too much)

This Project will be worth a total of $5,000 and consists of 1 Phases: a Concept Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CONCEPT  – Tell us your Concept for Lay’s Kettle Cooked print campaign in 500 characters or less. The winning Concept creators will receive $1,000 each.

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
• Mood/Visual Board (Optional): images that help illustrate your concept.

1. Preferred format for upload documents to the Tongal website is PDF.

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

4. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

7. Artwork must be in the English language.

8. Limit 5 submissions per member, per Phase.

9. You must be at least thirteen (13) years or older to enter.

10. Winners must provide a signed W-9, Winner Affidavit, and IP Assignment.

14. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.