• by Todd Wasserman , December 16, 2021

Shopping for someone this holiday season who seemingly has everything? Then you might consider a new item from Lay’s.

The new ad, from Fitzroy,  Amsterdam, features a puffer jacket stuffed with bags of Lay’s potato chips. The jacket is made from recycled bags of chip bag foil and is stuffed with real Lay’s x Subway Teriyaki. 

The ad features a man wearing the Crispy Puffer jacket and exposing the inside of the jacket, which includes Lay’s chip bags. The chips’ flavor is the result of the Iconic Restaurant Flavours campaign in Holland and Belgium. 

The Iconic Restaurant Flavours campaign was launched in April with three new, temporary flavors, Lay’s x KFC Original Recipe Chicken and Lay’s x Pizza Hut Margherita. The winning flavor, Subway Teriyaki, will now be a permanent flavor, at least in those countries.

The ad agency was “racking our brains trying to figure out how to reveal a flavor that’s been on the shelves for almost an entire year,” Mischa Schreuder, ECD and partner at Fitzroy, told Little Black Book.  “It couldn’t be about the two losing flavors, so we had to come up with a new context in which to present the winning flavor." 

Fans can enter to with the jacket in Holland and Belgium until Dec. 31. Frito-Lay has previously launched logoed hats, scarves and sweatshirts.