Lay’s Kettle Cooked launched in South Africa but before that, we had to conceptualise how it would come to life.

We started with a simple human truth: some things in life are just too good to share. Whether it’s your secret getaway spot, your playlist that no one else knows about, or that one snack that just hits differently, certain pleasures are best kept to yourself.

That led us to our platform line: The Best Kept Crisp.

We brought this to life in our TV commercials by showing the perfectly golden crunch being enjoyed and deliberately hogged by one person, Thando. We leaned into the playful side of secrecy. Across our TVCs, Thando guarded her Lay’s Kettle Cooked like it was her most prized possession. Because when something tastes this good, you don’t tell the world, you keep it to yourself.