- Frito-Lay brand Lay’s is joining a viral TikTok trend around turning potato chips into mashed potatoes with the discharge of a recent cookbook kit made with reality TV star Matt James, per an organization release. In total, the chips to mashed potatoes TikTok trend has amassed over a million views so far.
- The “Lay’s Potato Chip to Potato Dish with Matt James” cookbook kit features a limited-edition bag of Lay’s chips and a Lay’s mashed potatoes recipe made by James. The brand is sharing the recipe on social and running a giveaway through Nov. 12 on Instagram and X.
- The latest effort from Lay’s showcases how marketers proceed to tap into social media virality to seek out recent ways to advertise their products and reach recent audiences. The move also follows a string of other creative efforts by the brand this yr.
Lay’s is making it known that it plans to stay by consumers, even through the making of unique concoctions, with the launch of its “Potato Chip to Potato Dish” cookbook kit, leveraging the star power of “The Bachelor” veteran James to assist reach consumers and effectively tap into TikTok virality. The effort is marketed around Friendsgiving events, with mashed potatoes likely a well-liked commodity, which could help the brand stay front-of-mind throughout the holidays.
Playing off the viral cooking trend, Lay’s cooking kit is complete with a bag of Lay’s reimagined for Friendsgiving and a mashed potatoes recipe from James, which may be found on the brand’s Instagram. Additionally, now through Nov. 12 consumers can win the kit by following each Lay’s and James on Instagram or X (formerly referred to as Twitter), liking the launch post and using hashtags #LaysMashedPotatoes and #Sweepstakes.
“Since Lay’s potato chips are made with real potatoes, we’re in a position to show fans a recent option to get creative within the kitchen with this dish and convey a little bit extra fun to the table this holiday season,” said Tina Mahal, senior vice chairman of promoting at Frito-Lay, in release details.
The latest effort by Lay’s follows other creative marketing moves by its parent company this yr. For example, Frito-Lay in September promoted its Flamin’ Hot flavor by teaming up with rapper Megan Thee Stallion for an effort around the fictional Flamin’ Hot University. In January, Lay’s teamed with music artist Anitta for a Latino TV spot, “Beat of Joy,” that encompasses a remix of the Brazilian star’s hit song, “Envolver,” that was recorded in a studio that leveraged the electricity created by greater than 6,000 potatoes in a nod to Lay’s fundamental ingredient.
Lay’s is certainly one of the newest in a line of brands to leap on a trend of promoting products inspired by TikTok users. Last yr, Pepsi employed actress Lindsay Lohan to advertise the making of “Pilk” – a mixture of milk and Pepsi – throughout the holidays, and earlier this yr, Chipotle added a digital-only Fajita Quesadilla to its menu after TikTok users popularized the item. Similarly, Hellmann’s created a special page on its website dedicated to TikTok recipes through which mayonnaise is a fundamental ingredient.
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