How Local Ukrainian Lay's Was Created

Have you ever wondered about the unique, local flavors of Lay's chips?
It’s a fascinating journey!
Let's take a behind-the-scenes look at how Ukrainian favorite local Lay's flavors came to life.

Lay's has a global design that features classic flavors such as Cheese, Sour Cream & Onion, Paprika, and other popular varieties.

Once in a millennium, there comes a chance to create a local Lay's flavor.
This unique opportunity was entrusted to our agency,
Brain Tank, which has been developing brands and bringing them to market for 18 years.

Every country has its unique flavors, culinary traditions, and insights.
At the heart of the Lay's brand lies fun, friendship, and the company of friends or close ones with whom we want to enjoy our time with chips.

We didn't look for insight in the stereotypical perceptions of Ukraine like salo, vyshyvanka, or borscht.
We found it much deeper. A skillet of fried potatoes, which is our symbol of togetherness for generations. We gather in the kitchen with our closest friends, placing this very skillet at the center, which is much cooler than any restaurant food.

This very skillet has become a symbol that allows many of us to feel at home again, among family or friends with a guitar and endless conversations, somewhere at 3 AM with open windows, under our favorite songs.

It unites us because we all eat from it like from a big plate, symbolizing true friendship and fun in the kitchen where there are no other rules.

The central part of the composition is a top view of a skillet with perfectly fried potatoes and mushrooms, that symbolic, deliciously familiar scene…

"Tastes Like Home" — takes us back to that very "home" filled with friends and fun :)

To support the campaign, we created a video featuring nothing but potatoes, mushrooms, and skillets.

Thanks for eating!