Martin Short partners with the Lay's® brand and invites Canadians to create the brand's next big flavour

Martin Short partners with the Lay's® brand and invites Canadians to create 
the brand's next big flavour 
Canada's Favourite Potato Chip Brand Offers One Canadian the Chance to Win 
$50,000 Plus 1% of their Winning Flavour's Future Sales 
TORONTO, Feb. 4, 2013 /CNW/ - Canada is one of the most diverse countries in 
the world, with a palette as rich as our culture and expansive as our borders. 
Our varied tastes have led Canada into the forefront of flavour innovation, 
with Ketchup and Dill Pickle potato chips being wildly successful Canadian 
creations. Our diverse palettes and knack for flavour creativity are the 
reasons that the Lay's brand is bringing the globally popular Do Us a 
Flavour™ contest to Canada. 
The Lay's brand and comedic legend Martin Short are asking Canadians to create 
the next great Lay's potato chip flavour idea by participating in the Do Us a 
Flavour contest. Launched during the Super Bowl half time show, the Do Us a 
Flavour contest asks Canadians to submit their flavour idea at for a chance to win $50,000 CDN plus 1% of their winning 
flavour's future sales (after the voting period). 
As the star of the Do Us a Flavour ad that launched during the Super Bowl, 
Martin Short will be in Canada in February to help inspire a nation of 
potential taste makers, as well as serving as a judge in the selection of the 
four finalist flavours. "I am absolutely thrilled to be a part of the Do Us a 
Flavour program," says Martin Short, Canadian comedic legend. "I think that we 
Canadians are an incredibly creative bunch and as a nation with such a rich 
mix of traditions, cultures and backgrounds, I think we are going to see some 
wonderfully inventive flavours." 
A national survey*, commissioned by the Lay's brand and conducted by Leger 
marketing, revealed that beyond plain chips, Canadians are currently most 
likely to choose Barbecue, Salt and Vinegar, and Sour Cream and Onion when 
snacking. But that could change completely depending on the new innovative 
flavour ideas submitted during the contest. 
"The Lay's brand has created some really delicious flavours over the years, 
and now we're asking our fans to weigh in and share their ideas," says Susan 
Irving, director of marketing, PepsiCo Foods Canada. "Who better to create our 
next Lay's potato chip flavour than our Canadian fans who love us the most?" 
The Lay's brand is supporting the launch of Do Us a Flavour not only through a 
new commercial featuring Martin Short, but also with a fully integrated 
campaign to reach out to chip lovers across the country. Consumers will be 
able to learn more about the program through custom in-store displays, new Do 
Us a Flavour packaging for Lay's chips, online and radio ads along with public 
events in Vancouver on February 16 and Toronto on March 2. 
The Contest 
To submit a flavour idea, Canadians will be asked to provide their flavour 
name, up to three ingredients and their flavour inspiration (maximum 140 
characters) at by April 15, 2013. Fans without a Facebook 
account can also submit by texting FLAVOUR to "101010". Standard text 
messaging rates may apply. 
Four finalist flavours will be selected from eligible entries by a panel of 
judges and will then be made available in stores nationwide beginning around 
July 30, 2013. Once they hit shelves, Lay's fans across the country will be 
able to purchase and try all four finalist flavours and vote for their 
favourite at until October 16, 2013. 
While all four finalists will have the chance to see their flavours come alive 
on the shelf, only the grand prize winner will take home $50,000 plus 1% of 
their flavour's future sales (after the voting period). The grand prize 
winner is set to be announced in November, 2013. 
Engage Online 
Visitors to the Lay's Do Us a Flavour page will be able to interact with the 
contest on Facebook in deeper, more digital ways. Exclusively for the contest, 
Canadians can select their favourite flavours by clicking the "I'd Eat That!" 
button (rather than the standard Facebook "Like" button), and they can share 
their favourite flavours with their own Facebook community as a fun way to 
interact with their friends and other contestants in head-to-head "flavour 
Visitors to the Lay's Do Us a Flavour page can also explore where in Canada 
each flavour was created, gaining a glimpse into how flavour preferences 
differ across the country. 
The Lay's Do Us a Flavour television ad will begin to hit airwaves nationally 
in the coming weeks. For more information and full contest rules, visit 
National Flavour Survey Results 
The National survey conducted on behalf of Lay's revealed a number of 
interesting flavour insights both at a national and regional level: 

    --  Only one in ten Canadians know that Ketchup chips are
        exclusively Canadian.
    --  Half of Canadians think geography influences flavour
    --  Young Canadians (under 35 years of age) say that poutine is the
        flavour that would best represent their province, regardless of
        where they live.
    --  When surveyed, almost 40% of Canadians chose ingredients like
        garlic bacon and cheese to potentially flavour their chips.
        Sweet flavours are ranked the lowest, with ingredients like
        honey, cinnamon and sugar being the least popular.

About Lay's

Lay's potato chips are Canada's favourite potato chip brand, leading the 
market share in all Canadian regions. Lay's is one of PepsiCo Canada's 
flagship brands. For more information, please visit 
About PepsiCo Canada

PepsiCo's businesses in Canada are organized into two business units. 
PepsiCo Foods Canada includes Frito Lay Canada and the Quaker Foods and Snacks 
business. PepsiCo Beverages Canada includes Pepsi-Cola Canada, Gatorade and 
Tropicana. For more information, please visit

About PepsiCo

PepsiCo is a global food and beverage leader with net revenues of more than 
$65 billion and a product portfolio that includes 22 brands that generate more 
than $1 billion each in annual retail sales. Our main businesses - Quaker, 
Tropicana, Gatorade, Frito-Lay and Pepsi-Cola - make hundreds of enjoyable 
foods and beverages that are loved throughout the world. PepsiCo's people are 
united by our unique commitment to sustainable growth by investing in a 
healthier future for people and our planet, which we believe also, means a 
more successful future for PepsiCo. We call this commitment Performance with 
Purpose: PepsiCo's promise to provide a wide range of foods and beverages for 
local tastes; to find innovative ways to minimize our impact on the 
environment by conserving energy and water and reducing packaging volume; to 
provide a great workplace for our associates; and to respect, support and 
invest in the local communities where we operate. For more information, please

*About the Survey

The national survey of 1,500 Canadians was completed online between January 7 
and January 9, 2013 using Leger Marketing's online panel, LegerWeb. A 
probability sample of the same size would yield a margin of error of +/- 2.5%, 
19 times out of 20. 

Additional Media Assets Available

For additional information, survey findings, interview requests, images  or a 
copy of theLay's Do Us a Flavour commercial, please contact:

Ray McIlroy Fleishman-Hillard 416-645-8172  Lindsey 
Gillard Fleishman-Hillard 416-645-3642


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