Poca (Lay’s) School Campaigns

A multi-year partnership with PepsiCo Foods across the Poca Snack and Poca Wavy ranges. The EPL campaign put football cards inside snack packs and took the promotion into elementary and secondary schools across ten provinces; a UEFA Champions League campaign followed through high-school and university channels; and a new-flavour launch combined tasting, survey, in-pack promotion and a sales push in a single activation. Reach ran past 200,000 on EPL and 100,000 on UCL, with a 30–40% sales lift.