The Lay's Heist

Lay’s teamed up with Netflix to reinforce the brand association with in-home, screen-time snack consumption. The mission? To launch three limited-edition flavors inspired by Money Heist: Korea - Joint Economic Area in Saudi Arabia.

We created a campaign that tapped into the world of the show. Blurring fiction and reality, we brought the iconic Money Heist characters to the Kingdom and let them heist our own brand, everywhere. In a daring move, the masked crusaders stole our packs from the supermarket shelves and hijacked our OOH and social media channels—sparking all kinds of crazy fan theories. When the conversation had already exploded, we launched a main film and 3 social media films revealing their masterplan: the MHK crew had 'snuck into' the Lay’s factory to create the perfect flavors for true Money Heist fans. Then our masked crusaders brought the new flavours to the people in all key cities through a disruptive sampling activation. The heist continued with a brand integration on MBC's Saudi Idol and a TikTok challenge.

By weaving the show’s storytelling into our launch campaign, we positioned Lay’s as the perfect snack to enjoy Money Heist: Korea - Joint Economic Area. And the fans loved it. In a real plot twist, the new flavours were so popular that they ran out in less than a week and had to be restocked.