- about the project
Challenge
We created a humorous and culturally resonant campaign for Lay’s, personifying the “viral economy” through the character of a neighborhood street vendor. Alper Rende stars as a “Viral Merchant,” offering digital engagement like Reels and Stories from a traditional-style street cart. This project was designed to promote Lay’s new “Esnaf Takımı” (Artisan Team) flavors: Parmesan & Pesto and Rotisserie Chicken.
By blending traditional Turkish “esnaf” (artisan) culture with modern influencer marketing, we delivered a lighthearted narrative that encouraged audience participation. The production highlights the vibrant energy of the neighborhood, inviting fans to vote for their favorite flavor to remain on the shelves via a dedicated platform.
- Cultural Concept Parody
- Community-Driven CTA
- Localized Branding
- what we do
Solution
Bubi leaned into a comedic “street-vlog” aesthetic that felt organic to Alper Rende’s persona while maintaining high production value. By creating the “Viralci” cart, we gave the product a unique physical stage within a realistic neighborhood setting. This approach turned a standard product launch into a social conversation, successfully driving traffic to the voting platform while solidifying Lay’s connection to local Turkish culture.
The main challenge was to launch two contrasting snacks one sophisticated (Parmesan & Pesto) and one traditional (Rotisserie Chicken) under a single cohesive campaign. We needed to bridge the gap between “artisanal” product quality and “viral” digital appeal without losing Lay’s approachable and fun brand identity.
