Lay’s Collaborates with Reality Star Matt James in Joining the Viral TikTok Trend with a Cookbook Kit

Article Brief: 

Frito-Lay's Lay's brand has partnered with reality TV personality Matt James to create a new cookbook kit, as part of a viral TikTok trend that showcases turning potato chips into mashed potatoes. The TikTok trend, which has gained over one million views so far, has inspired the release of this innovative product.

The "Lay's Potato Chip to Potato Dish with Matt James" cookbook kit includes a special edition pouch of Lay's chips and a mashed potato recipe created by Matt James. The brand is sharing the recipe on social media and hosting a giveaway on Instagram and X until Nov. 12. Lay's latest campaign demonstrates how marketers are leveraging the power of social media to generate buzz and connect with a wider range of consumers. This initiative builds upon a series of innovative campaigns executed by the brand throughout the year.

Article Insight: 

Lay’s is demonstrating its commitment to consumers by venturing into innovative creations. To accomplish this, the company has introduced the “Potato Chip to Potato Dish” cookbook kit, employing the influence of renowned personality James from "The Bachelor" to effectively engage with consumers and tap into the trending phenomenon of TikTok. The campaign is strategically focused on Friendsgiving occasions, where mashed potatoes are certain to be in high demand, thus ensuring that the brand remains at the forefront of consumers' minds during the holiday season.

Lay's has jumped on the viral cooking trend with their new cooking kit specifically designed for Friendsgiving. The kit includes a bag of Lay's chips reimagined for the occasion and a mashed potatoes recipe from James, which can be accessed on the brand's Instagram page. To add to the excitement, customers have a chance to win the kit by simply following both Lay's and James on Instagram or X (previously known as Twitter), liking the launch post, and using the hashtags #LaysMashedPotatoes and #Sweepstakes. Tina Mahal, Frito-Lay's senior vice president of marketing, explained, "Since Lay's potato chips are made with real potatoes, we're able to show fans a new way to get creative in the kitchen with this dish and bring a little extra fun to the table this holiday season."

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Lay's has joined the trend of using creative marketing strategies, following the footsteps of its parent company. In September, Frito-Lay collaborated with rapper Megan Thee Stallion to promote their Flamin' Hot flavor through an imaginary institution called Flamin' Hot University. In January, Lay's partnered with music artist Anitta for a Latino TV commercial called "Beat of Joy," featuring a remix of Anitta's popular song "Envolver." The commercial was filmed in a studio powered by over 6,000 potatoes, highlighting Lay's main ingredient.

Lay's is the latest brand to capitalize on the popularity of TikTok users for marketing their products. Last year, Pepsi enlisted the help of actress Lindsay Lohan to promote "Pilk," a blend of milk and Pepsi, during the holiday season. Similarly, Chipotle introduced a digital-only Fajita Quesadilla to its menu after it gained popularity among TikTok users. Hellmann's also created a dedicated webpage on their website featuring TikTok recipes that incorporate mayonnaise as a key ingredient.