Custom Collectibles That Turn Everyday Purchases Into Something Fun
For this campaign, Lay’s created a gift with purchase that would excite shoppers and encourage higher basket spend at participating supermarkets.
The Solution
Based on Lay’s character designs, we produced the Lay’s Hipper Buddies — a series of playful collectible blind bag figures inspired by the Lay’s brand world. With a minimum spend of $8 on Lay’s products, shoppers received one blind bag containing a random Hipper Buddy character.
The blind bag format added a layer of surprise and collectability, making the promotion more engaging while giving shoppers another reason to pick up more Lay’s products.
Why It Works
✓ Drives basket spend – Encourages shoppers to reach the minimum spend
✓ Blind bag mechanic – Adds excitement and collectability
✓ Strong shelf appeal – Fun characters that stand out in-store
✓ Repeat purchase potential – Shoppers are motivated to collect the full set
The Impact
By turning a simple supermarket promotion into a collectible experience, Lay’s created a gift with purchase that was fun, memorable, and effective at retail. The result was a campaign that boosted shopper engagement while bringing the brand to life in a playful way.
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Client: Lay’s
Product: Hipper Buddies Blind Bag Collectibles
Campaign: Gift with Purchase at Participating Supermarkets