Lay’s baked snack launch: Key takeaways
- Lay’s has introduced baked potato snack Qingxiang Shucui alongside new brand ambassador Hou Minghao
- A fan activation in Zhengzhou and collectable photo cards bring entertainment into the product launch
- Celebrity interest makes messaging fun where its often not
Lay’s (乐事) is working with actor Hou Minghao (侯明昊) in its latest campaign. He’s getting the word out on a lighter range of crisps (chips for any American readers). The brand has appointed him its ambassador to mark the release of this new baked potato snack: Qingxiang Shucui (轻享薯脆).
The new range uses hot-air baking. Lay’s claims it uses 40% less oil than traditional fried crisps. There are three flavours to choose from: lightly roasted wagyu, sea salt and black pepper, and tomato and basil.
It’s not just about what’s in the packet. There are offline activations too. On 31 October and 1 November, Lay’s set up a fan support station outside the Zhengzhou Olympic Sports Centre arena. Visitors could pick up snacks and themed merchandise. For those who couldn’t make it to Zhengzhou, some product bundles also include randomly inserted instant-photo cards of the actor.
Lay’s set up a fan support station outside the Zhengzhou Olympic Sports Centre arena
There’s also a longer promotion running in the background. Launched on 15 October, the scan-to-win campaign continues until 31 March 2027, carrying the incentives through the year-end shopping season and Chinese New Year.
The Dao view: How to get fans through the first packet
Celebrity appointments give brands an audience, but a new product still needs an introduction. Lay’s has several ways to make one: an offline gathering, collectables and prizes, and its lower-oil pitch.
This is nice. Often these lighter snack alternatives market themselves on sensible snacking – messaging that risks coming off as a bit of a lecture. Appointing a star as brand ambassador and building hype through offline activations and prize giveaways pushes people toward the product in a natural way. A good diet – often seen as tedious – is now fun.
