Lay's Ukraine. Pride of our own

VIVID agency team: Natalia Boronina, Owner&CEO Nikita Pashkovskiy, Strategist Maryna Shalamova, Strategist Anna Zaitseva, Head of Accounting Services Natalia Baranovska, Influence Marketing Lead Ksenia Marchuk, SMM Lead Zhanna Gorpynchenko, Account manager Tetiana Marutsenko, Designer Mariia Korotevych, Creative Copywriter Andrii Bushylo, Influence Marketing manager Vasylyna Mazovska, Influence Marketing manager Daria Manitenko, Influence Marketing manager Liubov Lobovska, SMM Manager Varvara Salnikova, Account manager Lay’s (Pepsico Ukraine) team: Olena Stoianova - Marketing Director   Anna Prokopenko - Senior Brand Manager, Snacks Category   Lesia Shchygol - Media Marketing Manager   Anna Vorobei - Media Manager, Snacks and Dairy Products Category OMD Ukraine team:   Tetyana Unichenko - Head of Partnerships   Tetyana Martynenko - Media Group Account Director   Ihor Huber - Digital Group Account Director Havas Ukraine  team:  Svitlana Lobanova - Chief Creative Officer Ksenia Vergun - Chief Operating Officer Anastasia Oliynyk - Client Service Lead Kateryna Volkova - Senior Account Manager Maria Dorokhina - Associated Creative Director Vlad Burma - Senior Art Director

Кампанія “Гордість за своє” змінила спосіб, у який Lay’s сприймався в Україні — з великого міжнародного бренду на продукт, створений нашими людьми на нашій землі. Ми переосмислили позиціонування через історії справжніх фермерів, які вирощують картоплю для Lay’s. Їхній голос став новою мовою бренду — і саме це повернуло Lay’s у впізнаваність, довіру й асоціацію з українським. The "Pride of our own" campaign changed the way Lay’s was perceived in Ukraine — from a large international brand to a product made by our people on our land. We redefined the brand positioning through the stories of real farmers who grow potatoes for Lay’s. Their voice became the new language of the brand — and it was this that brought Lay’s back to recognition, trust, and association with Ukraine.