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|Sabine Selos and Valerie Bracke, of agency partner BBDO (pictured top left), celebrate the Golden Effie along with the Lay's Belgium team (below).|
On June 12, Lay’s Belgium won a Golden Effie award for its "Do Us a Flavour" campaign at an awards presentation event held in Vmma, Brussels. The Effies are renowned for celebrating the most-effective advertising campaigns in the world -- and recognise creative ideas that surpass their objectives.
In addition to the Golden Effie, Lay's was also honoured with a Measurement Effectiveness award for the brand's co-creation approach -- where consumers were actively engaged in the campaign by sending in and voting on flavours -- which helped drive enthusiasm and advertising boost for the program.
On the same night as the Effie winners were being revealed in Belgium, the "Do Us a Flavour" promotion was named the "Best Lift and Shift" campaign at the European Marketing Conference in Barcelona, Spain.
“It was my dream to touch shoppers and consumers with the 'Do Us a Flavour' campaign, and we succeeded handsomely,” said Sabine Selos, manager, Marketing - PepsiCo BeLux Foods. “I would go as far as to call it an evolutionary campaign with a revolutionary impact. These awards are the crowning glory to the hard work everyone in the different functions put in.”
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