PepsiCo’s Lays Forno launches a comedic campaign claiming its baked chips are ‘as healthy as reformer Pilates,’ targeting Saudi and UAE women with humor and lighter snacking benefits.
PepsiCo’s Lays Forno has rolled out a fresh advertising campaign positioning its baked potato chips as a guilt-free indulgence comparable to reformer Pilates workouts. The humorous TV spot, crafted by creative agency Wondereight and directed by Hala El Garhy, targets women aged mid‑20s to late‑30s in Saudi Arabia and the UAE, where fitness trends like Pilates are booming among this demographic.
The ad features a young woman in a reformer Pilates class, struggling through intense core exercises while her friend munches on Lays Forno chips nearby. As the Pilates session drags on with planks and leg lifts, the friend casually offers her a chip, highlighting the snack’s appeal as an effortless alternative to grueling workouts. The tagline playfully declares Lays Forno “as healthy as reformer Pilates,” leveraging the product’s baked formulation with 60% less fat and 20% less sodium than traditional fried chips to make the bold claim memorable and relatable.
Produced by Folks Films, the 30‑second comedic narrative flips health perceptions on their head, blending self‑deprecating humor with the snack’s lighter credentials to appeal to busy women balancing wellness goals and cravings. The campaign will air for two years across TV, digital platforms, and social media, aiming to reposition Lays Forno as the smarter choice in the salty snacks category. By tying into popular fitness culture, it cleverly addresses consumer guilt around snacking while driving trial among health‑conscious audiences in key MENA markets.
