Lay’s makes its comeback in Indonesia with campaign via Leo

Indonesia – Snack brand Lay’s is coming back to Indonesia, accompanied by a new campaign. Collaborating with the creative solutions agency Leo Indonesia, Lay’s campaign highlights its return for good.

The ‘Chase for Lay’s’ campaign shows Indonesians craving the snack, showcasing its flavour playfully. It illustrates a man eating Lay’s when people begin running after him.

Among the people chasing him is Pradikta Wicaksono, an Indonesian singer, straight from the stage. Footballers also followed him from across the field, and then by the police in a car chase – all because of Lay’s.

Directed by Rajay Singh from Think Tank Productions, the humorous film taps into Indonesians’ passions, including music, sports, and gatherings.

Rika Sandi, marketing director at PepsiCo Indonesia, said, “We could not have asked for a more epic re-entry into Indonesia’s snack market with a film that brings the irresistible Lay’s chase to life — reminding every Indonesian that when Lay’s is around, you’ll do anything for a bite.”

Ravi Shanker, chief creative officer at Leo Indonesia and Publicis Groupe Indonesia, commented, “Indonesian consumers have more choices than ever, so we set out to say, ‘We’re back’ in the most impactful, fun and memorable way, in a style that only Lay’s can.”

Earlier this year, PepsiCo Indonesia also brought Cheetos back into the market with a film campaign in collaboration with Leo Indonesia.

Both Cheetos and Lay’s were taken off the Indonesian market in 2021 after the expiry of PepsiCo’s licensing agreement with the local company producing the snack brands.