Market
The potato chip market in Turkey has only
developed within the last ten years. Frito Lay is
one of the many international and local firms
doing business in this market, which was
pioneered by foreign companies.
Annual per capital consumption of potato
chips remains less than 1 kg in Turkey although
the size of the potato chip market has grown at
a rate of 115% per year, increasing from 15,225
tonnes in 2002 to 32,850 tonnes in 2004.
The salty snack market actually consists of
three groups: potato chips, corn tortilla chips
and cornmeal (extruded). Frito Lay leads the
market with its Lay’s, Ruffles, Doritos and
Cheetos brands.
The ridged potato chips, Ruffles made a
strong appearance on the Turkish chip market in
1989 and managed to retain leadership in this
category for a long time. With the introduction
of its flat potato chip, Frito Lay maintained a
market share of less than 20% until 2003. Then,
with its ‘Natural Potato Chip’ campaign launched
in 2003, Frito Lay once again became the leading
brand.
Achievements
Lay’s flat potato chips have been the engine of
the company’s growth in all the markets it has
entered. The company initially had difficulty
making non-ridged potato chips palatable to the
Turkish consumer since they were not used to
consuming them. Plus, potato chips were
generally regarded as an unnatural product, and
this prejudice had to be overcome. In January
2003, Frito Lay initiated a novel campaign
designed to overcome the negative biases
people had towards chips, to develop the
trademark and enhance its potential for growth.
It started emphasizing the naturalness of its
product. Frito Lay presented its
products as natural and high
quality – in fact, food that
the whole family could
eat without concern
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for unhealthy effects.
Frito Lay decided that
the best way to present
the brand was
wholesome and authentic
and to use a ‘local potato
grower’ as its symbol.
Because of the
relationship the grower
has with the land, she
could easily, sincerely and
convincingly transmit the
message of the
‘naturalness’ of the
trademark. Hence, the
creation of the figure
Ayfle Teyze (Auntie
Ayfle), whose role in the
potato chip
advertisements greatly
encouraged consumer
acceptance of Lay’s chips
as a ‘natural potato chip’.
Following the ‘Natural
Potato Chip’ campaign in
February 2003, Frito Lay’s
share of the potato chip
category grew 51% in
three months and its total
market share of the
overall category increased
by 2.7%, making Frito Lay
market leader once again.
According to research
by Millward Brown, the
‘Ayfle Teyze’ campaign
had a familiarity rate of
91%, which made it the
most recognized of all
snack food
advertisements.
The advertisements
successfully transmitted
the idea that the product
was made from
natural ingredients
with the
message being correctly
perceived more than 47% of
the time.
This campaign, which
continued throughout 2003
and 2004, provided an
identifying theme for the
trademark which was
repeated on promotional
stands in stores. Between
2002 and 2004, Lay’s Potato
Chip sales grew by 260%.
In doing so, Lay’s came to
share the leadership of the
potato chip market with its
sister product Ruffles.
The success of the Lay’s
campaign earned it the 2005
Golden Effie award in the
food category.
History
Product
Lay’s is the flagship brand of
Frito Lay, the brand with the
largest share of the world
potato chip market. Lay’s
history began in Atlanta in
1938. Over the years, it has
become the favourite chip
and driver of the chips
market in the US and the
world, with its slogan ‘Lay’s
potato chips are irresistible’.
Lay’s became part of the
Frito Lay portfolio in Turkey
in 1998. The company
launched three variants of
Lay’s in May of that year –
Classic, Cheese and Onion
flavoured – and followed this
in 1999 with Barbecue
flavoured chips. Then, as a
consequence of its ‘Natural
Potato Chip’ campaign in
2003, Lay’s concentrated on
variants that were lighter,
natural and more compatible
with the Turkish palate. It
was then that the Çoban
Salatas› (Shepherd’s Salad)
variant was launched.
The Olive and Oreganoflavoured variant was
launched in 2004 with the
‘Ayfle Teyze’ campaign.
The ‘irresistibility’ of Lay’s stems from the fact
that they are made with the best local potatoes.
They are washed and peeled at Frito Lay plants,
then sliced thinly and fried in vegetable oil.
Finally, a little salt or flavouring is sprinkled over
them.
Only the best ingredients available are used in
the manufacturing of Lay’s, which is completely
automated. They are then put into specially
designed packages so they retain their natural
flavour and first-day freshness.
Recent Developments
Work is underway within the framework of the
global ‘Master Chef Program’ to create natural
light varieties that suit the Turkish palate. Frito
Lay makes its products compatible with local
tastes and preferences in a variety of countries.
Thus, it works hand-in-hand with local chefs to
come up with flavours and products that will
suit the Turkish palate.
The ‘Master Chef Program’ was initiated in
Turkey in 2003. Working with Seray Öztürk,
research was conducted on the whole gamut of
food culture in Turkey, ranging from eating and
drinking habits to the natural products raised on
Anatolian soil.
Concepts developed in light of this research
were tested on consumers and then, after
consulting the ‘Master
Chef’, these were
developed into new
flavours. The result of
all this effort was the
2004 launch of a new
Lay’s product – the
Lay’s Olive and
Oregano-Flavoured
potato chip.
Ayfle Teyze starred
in the marketing of
the Olive and
Oregano-flavoured
potato chip and store
merchandising, PR
activities and
billboards which were
also used.
Promotion
Lay’s carry two main
themes in its global
advertisements for
potato chips. While
preferring ‘Bet You
Can’t Eat Just One’ in
the United States, it
uses ‘No More Mr.
Nice Guy’ in the
United Kingdom (the
brand in the UK is
called Walkers).
In 1998, soccer
made its mark on the
advertising of Lay’s
potato chips. That
was a football World
Cup year so Frito Lay
used the famous
soccer player
Ronaldo in its
advertisements for
Lay’s.
In 1999, after
having achieved
success in the United
Kingdom with its ‘No
More Mr. Nice Guy’
campaign since 1995,
Lay’s decided to use a
similar advertisement
in Turkey. To come
up with a Turkish
equivalent of Gary
Lineker, the famous
British football player
who played in the
British ads, Lay’s
conducted a careful
study. The results of
this study pointed to
the football player O¤uz, who not only had
respect and a following, but also had a
successful career. Hence, he was chosen to
play in two advertisements and one
promotional film – ‘No More Mr. Nice Guy’ –
which lasted throughout 1999.
Between 2000 and 2002, Frito Lay
did not provide thematic support to its
potato chips. Nevertheless, because of
the success of the promotions of which
Lay’s was a part, it continued to be
included in them.
Then, at the end of 2002, it became
apparent that the market share of Lay’s
potato chips was below the targeted
level and that the image of the brand
had dulled in the eyes of consumers.
So, in 2003, Lay’s redesigned its
communication strategy, target
group and brand positioning.
According to this new
strategy, Lay’s potato chips were
to be
marketed as a
product that
could be
eaten by anyone at any
age. The first step was to
clarify the features of the
product: ‘Light, thin, fresh and
chipy’, ‘golden yellow’,
‘chosen from among the best
potatoes in Turkey’ and
‘irresistible’.
Reaching out to consumers
‘on the spot’, where chips
were sold, became an
important element of
campaigns. The packaging
design was changed to stress
the message of ‘naturalness’,
POP and merchandising units
were set up at sales points to
attract consumers and
increase in store stock
capacity.
A simple promotional
gimmick was added to
nationwide tasting panels
whereby free samples
yielded immediate sales.
Moreover, to encourage
family consumption, larger
packages containing 30%
more chips were launched.
Promotions giving out TV
sets were orchestrated in the
pursuit of sales and family
consumption of the product
in front of the TV.
Effective public relations
were used to reach out to
consumers and enhance the
efficacy of advertising
messages. First consumers
were informed about
potatoes, potato chips and
the brand. Then, they were
presented with information
about the product with the
trademark attached and
then only about the product,
without the trademark
attached.
This was followed up
with repeated news about
the product, in which Ayfle
Teyze had a role, appearing
on TV and in the press.
During the entire winter
season, festivities where Lay’s
was a prominent theme were
held in winter sports centres
and reported in the press.
Brand Values
Frito Lay’s basic idea of its product is that it is
irresistible and it is something that the whole
family can enjoy. This is a theme emphasized in
all its communication around the world.
The brand message that is expressed in a
witty tone of voice in all of Lay’s advertising
campaigns is that Lay’s is irresistible and is a
‘self-confident, authentic down-to-earth’ brand
that has ‘light-hearted and mischievous fun’.
www.lays.com.tr
THINGS YOU DIDN’T KNOW ABOUT
Lay’s
The ‘Ayfle Teyze’ character is a real potato
producer who lives in the town of Ödemifl.
Lay’s Classic is the most liked and best selling
variant in Lay’s portfolio.
Palm oil, which is a 100% vegetable oil and
containing no cholesterol, is used in the
production of Lay’s.
Only natural potatoes raised in Turkey, oil and
salt (natural identical seasoning) are used to
produce Lay’s potato chips.
To produce 100 g of Lay’s, 400-500 g of
potatoes are used, depending on the season.
Lay’s packages contain air to protect the chips
from breaking.
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