This summer, Lay's is set to experience an unprecedented consumer boom! Recently, New Distribution learned that Lay's is busily preparing for its "Win a Free Pack" summer campaign, releasing over 100 million packs of core flavors and specifications nationwide, with a 100% winning rate and a rich prize pool to reward consumers. The campaign went live on June 15 and is expected to ignite nationwide sales in the third quarter.

Addressing Pain Points Consumers Want Value for Money Lay's launched the "Win a Free Pack" campaign based on deep consumer insights and a thorough understanding of the current market. In the first quarter of this year, signals from the market were felt by manufacturers. Facing an increasingly competitive FMCG market, manufacturers are paying more attention to retail sell-through and consumer demand.

"It's not that XX is unaffordable, but XX offers better value for money." This viral online phrase, known as "value-for-money literature," subtly reflects consumers' current shopping mindset of "being prudent and seeking value for money."

Especially in the snack food sector, hard discount models have entered and swept the Chinese market, bringing more high-quality, low-priced products into consumers' view. This supply chain revolution forces manufacturers to confront the issue: how to capture consumers' perception of value.

However, value perception is not just about low prices; the brand's own value is equally important, and the breakthrough benefits brought by experience may be even more crucial. In this era of product oversupply, beyond meeting basic needs, consumers not only expect "more than value" but also need "surprises."

Lay's, as a leading brand in salty snacks, has long studied consumer needs. In addition to continuously launching new flavors that align with consumption trends, this summer Lay's introduced the "Win a Free Pack" campaign, which offers a sense of value through simple and fun participation, diverse and high-value prizes, and omnichannel promotion, unleashing strong sales potential.

Value Reward Lay's Sparks a Nationwide Craze As is well known, Lay's has always focused on brand value investment, enabling it to transcend cycles and achieve longevity. The more the economy downturns, the more important value investment becomes.

Unlike common "prize in pack" promotions in the snack industry, Lay's "Win a Free Pack" campaign involves real cash investment, with tens of millions of cash gifts and over 100 million surprise rewards, giving consumers a unique sense of experience and value.

1. Simple and Fun Participation, Easy to Play Lay's campaign rules are simple: scan the QR code inside the pack to win instantly, with a chance to win a "Free Pack" reward. Specifically, after scanning the QR code in the first pack and winning the "Free Pack" reward, consumers scan the QR code in the second pack to receive a 7.3 yuan reward, which covers the cost of the second pack. This simple and quick interaction lowers the participation barrier. At the same time, the "Free Pack" gimmick is attractive enough to engage consumers, satisfying their desire for quick feedback.

2. Diverse and High-Value Prizes Notably, Lay's breaks away from conventional routines by directly offering a "Free Pack" reward, genuinely returning product value to consumers. In addition to the "Free Pack" reward, Lay's also offers over 100 million generous prizes, including home entertainment sets, Meituan discount coupons, Xiaomi Mall coupons, and Mango Video membership coupons. These prizes cover various aspects of home life, especially meeting the needs of summer home viewing and drama-watching scenarios.

Moreover, compared to similar "gold in pack" promotions, the "Free Pack" reward offers broader perception and experience—although gold has high individual value, the quantities are often limited, and participants are likely to leave empty-handed, resulting in weak engagement and poor experience for the general public.

3. Explosive Omnichannel Promotion According to insiders who spoke to New Distribution, the Lay's campaign, which started on June 15, will last up to 5 months; brand promotion is comprehensive, with new commercials spanning mainstream national media, covering online and offline, inside and outside homes; it also coordinates with offline channels across hundreds of cities and thousands of stores, using strong consumer perception to drive foot traffic and product turnover, benefiting distributors and channel partners.

Win-Win for All A Shot in the Arm for Business Growth Lay's "Win a Free Pack" campaign not only directly benefits consumers but also helps distributors boost sales in multiple ways, supporting business opportunities and certain growth:

1. Simplified Rules, Boost Sales 2. Attract New Customers, Enhance Competitiveness

3. Activate Terminals, Revitalize Business

To this end, New Distribution interviewed several Lay's distributors, who generally support the campaign and also shared their views and expectations.

Mr. Tian from Qingdao believes that for a well-known brand like Lay's, they could have chosen not to do this, but this campaign, like Lay's subsidies during the pandemic, is a wise move under current market conditions. It not only builds brand goodwill and helps channel sales but also allows Lay's, already a market leader, to further consolidate its position—a multi-win situation.

Mr. Luo from Luoyang stated that any promotional activity has some effect on consumers, but the key is how the brand stimulates consumers' purchase desire. Compared to similar activities in the beverage industry, the effectiveness largely depends on promotional intensity and winning rates. Lay's comprehensive promotion and 100% winning rate are points that can positively influence results.

Mr. Ma from Rizhao believes that the campaign can promote consumer purchases, increase brand stickiness and awareness, and greatly enhance distributors' market competitiveness, helping him fend off competitors.

In the current economic environment, Lay's decision to invest heavily in promotional activities demonstrates the brand's foresight and boldness. Such measures not only help consolidate Lay's leadership in the market but also inject new vitality and confidence into distributors. Through this campaign, distributors can better activate the terminal market, improve sales performance, and achieve a win-win outcome.

Conclusion New Distribution believes that this campaign, as an "unprecedented" move by Lay's in recent years, is both a deep insight into consumers and a precise grasp of market trends.

Through this campaign, Lay's directly reaches consumers, meeting their "value for money" shopping needs and enhancing their shopping experience and satisfaction.

Furthermore, amid increasingly fierce market competition, Lay's has created a favorable sales environment for distributors through this high-intensity campaign, helping them increase sales and market share.

At the same time, for Lay's, this is not just a summer promotion but also a sincere reward to consumers and a strategic move for market expansion. More importantly, this campaign can elevate the brand's perceived value.

In summary, Lay's has turned this campaign into a model of multi-win for consumers, channels, and the brand.

This summer, let us witness Lay's brilliance and achieve new sales records!