Lay’s ends Santa’s long cookie nightmare in Rethink’s first spot for Frito-Lay brand

Frito-Lay Canada research says more than two-thirds of Canadians want another option to sweets at the holidays

Published On
Dec 11, 2023
Santa Claus holding a bag of Lay's potato chips and raising one up and looking at it

Editor's Pick

It’s already been noted that all those cookies can’t exactly be great for Santa Claus. Would a switch to potato chips help?

Well, probably not. But at least it would be a change of pace—as amusingly illustrated by Rethink in its first work for Lay’s, part of Frito-Lay Canada. In the hero :60 below, Santa is seen coming a bit unhinged by cookie overload, descending into a hallucinatory nightmare before being rescued by a Lay’s-bearing homeowner on one of his stops.


The campaign was informed by Frito-Lay Canada suggesting the holidays are a little too sweet for some people’s tastes. Some 68% of Canadians sometimes want another option to sweets during the holiday season, and more than one-third actually prefer savory snacks.

“This campaign started with one simple idea: What if Santa wanted an alternative to cookies?” said Jess Spaulding, chief marketing officer at PepsiCo Foods Canada. “That really inspired us to think creatively about how Santa could speak for every Canadian who finds themselves wishing for a bowl of chips over the traditionally sweet holiday season.” 

The campaign began last week with an open letter from Santa published in major newspapers, expressing his wish for something savory this holiday. The spot is supported with a national broadcast buy, as well as digital online and social, and out-of-home. 

“We’re thrilled at the opportunity to be working with some of the most iconic brands on the planet,” said Aaron Starkman, chief creative officer at Rethink. “And for the holidays, who better than Frito-Lay to challenge convention and make a traditionally sweet holiday a little more savory?” 

Another Frito-Lay chip brand, Miss Vickie’s, is joining in the fun with limited-edition “All Wishes” holiday bags for those who donate to Make-A-Wish Canada.

Bags of Miss Vickie's holiday chips


Dec 11, 2023
Client :
Agency :
Global Chief Creative Officer :
Aaron Starkman
Chief Creative Officer :
Mike Dubrick
Creative Director :
Fernando Hernandez
Creative Director :
Yusong Zhang
Associate Creative Director - Copywriter :
Marko Pandza
Associate Creative Director – Art Director :
Jason Kerr
Chief Strategy Officer :
Sean McDonald
Group Strategy Director :
Julian Morgan
Strategy Director :
Tanvi Swar
Strategist :
Pirooz Malektojar
Group Business Lead :
Adam Ball
Group Account Director :
Danielle Bablich
Account Director :
Emily Anzarouth
Account Director :
Joanna Oszczak
Account Supervisor :
Erica Francis
Account Supervisor :
Monica Ha
Account Manager :
Kaitlyn Brouse
PR Lead :
Meredith Montgomery
PR Account Director :
Sara Lemmermeyer
PR Specialist :
Kaitlyn Vian
PR Coordinator :
Maya Ventresca
PR Coordinator :
Claire Tam
Director of Broadcast Production :
Shelby Spigelman
Broadcast Producer :
Mark Pan
Director of Integrated Content :
AJ Merrick
Director of Integrated Content :
Todd Harrison
Integrated Producer :
Alice Xian
French Creative Director :
Karine Doucet
French Copywriter :
Julie-Day Lebel
French Account Director :
Aicha Dallo
Production House :
Scouts Honor
Executive Producer :
Simon Dragland
Executive Producer :
Rita Popielak
Director :
Mark Zibert
DP :
Mark Zibert
DP :
Eric Kaskens
Line Producer :
Simon Dragland
Production Designer :
Jordan Worth
Stylist :
Kate Day
Transfer :
Alter Ego
Colorist :
Wade Odlum
Producer :
Hilda Pereira
Producer :
Jane Garrah
Online Studio :
Creative Director :
Dominik Bochenski
Executive Producer :
Victoria Holt
Compositor :
Davide Di Santo
Compositor :
Dan Ciancone
Compositor :
Bala D.
Head of 3D :
Dominik Wojtarowicz
FX Artist :
Rogerio Miyagi
Animation :
Ale Martins
Junior 3D Artist :
Marie Kubo
Editorial House :
Editor :
Steve Puhach
Assistant Editor :
Aidan Gugula
Producer :
Julie Axell
Producer :
Paula Hicks
Audio House :
Vapor Music
Creative Director :
Dustin Anstey
Creative Director :
Ted Rosnick
Engineer :
Ryan Chalmers
Producer :
Kailee Nowosad
Sound Designer :
Kevin Chamberlain
Production House :
Executive Producer :
Scott Houghton
Photographer :
David De Stefano
BTS Photographer :
Duane Cole
Studio Manager :
Todd Bennett
Retoucher :
Nabil Elsaadi
Studio Artist :
Carl DeVouge
Studio Artist :
Justin Chan
Studio Artist :
Stephanie Sherwood
Production House :
R+D Productions
Post Supervisor :
Shannon Ing
Editor :
Eugene Aglushevich
Editor :
Brendyn Zachary
Editor :
Alex Fleming
Colorist :
Hardave Grewal
Chief Marketing Officer :
Jess Spaulding
Director of Shopper Marketing :
Julie-Ann Matthews
Senior Marketing Manager :
Jennifer Mcpherson
Associate Marketing Manager :
Jordanna Lubov
Director of Marketing :
Matt Webster
Media :

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