artgital 藝次元互動科技│Lay's Fresh-Fried Flavor Truck
Client
Lay's
Year
2026.03
Location
Taipei｜Huashan 1914 Creative Park
Taichung｜Shin Kong Mitsukoshi
Kaohsiung｜Kaohsiung Arena
Tech
Generative AI Experiences
Type
Brand Activations
Industry
Food & Beverage
Lay's Fresh-Fried Flavor Truck
What We Do
Why would one food truck make an entire city start looking for it?
When freshly fried is more than a product and becomes an experience people can feel, golden potato chips, rich potato aroma, and a crisp bite turn freshness into a five-sense experience. Visitors not only saw the chips being made, but also understood Lay's freshness and the purity of its process, bringing the flavor home in a stylish and playful way.
At the same time, the activation introduced a special new friend that could imitate visitors' movements and take photos with them. The entire experience revolved around the Lay's brand spirit of flavor and joy, helping Lay's Fresh-Fried Flavor Truck leave a real impression in consumers' minds.
When freshly fried is more than a product and becomes an experience people can feel, golden potato chips, rich potato aroma, and a crisp bite turn freshness into a five-sense experience. Visitors not only saw the chips being made, but also understood Lay's freshness and the purity of its process, bringing the flavor home in a stylish and playful way.
At the same time, the activation introduced a special new friend that could imitate visitors' movements and take photos with them. The entire experience revolved around the Lay's brand spirit of flavor and joy, helping Lay's Fresh-Fried Flavor Truck leave a real impression in consumers' minds.
Turning Flavor into a Moving Experience
In 2024, Lay's Flavor Factory revealed the secret behind freshly fried potato chips to consumers. In 2026, the brand moved beyond fixed installations and further transformed the experience into the mobile Lay's Fresh-Fried Flavor Truck, entering city streets and campus spaces. Through on-site production and live broadcast footage, people waiting in line could not only smell the aroma of the chips, but also watch the making process in real time, turning freshly fried from a message into a sensory experience.
The activation also introduced Lay's new IP character, Le Shu, bringing this lively potato character into public view. Through its connection with freshly fried chips, the character was no longer merely decorative. It worked together with the product to build a stronger memory point and deepen consumers' overall impression of the brand.
The activation also introduced Lay's new IP character, Le Shu, bringing this lively potato character into public view. Through its connection with freshly fried chips, the character was no longer merely decorative. It worked together with the product to build a stronger memory point and deepen consumers' overall impression of the brand.
Distinctive Branded Cup Carrier, Flavor Seen Everywhere
To make freshly fried itself the most attractive communication material, artgital designed a food-truck-shaped cup carrier for Lay's Fresh-Fried Flavor Truck. Through the window-like structure, the carrier clearly displayed golden and crispy potato chips, turning the product into a portable showcase. As consumers carried it around the venue, it naturally created moving exposure and sent a clear message to people nearby: Lay's Fresh-Fried Flavor Truck is open close by.
AI-Style Photo Booth, Letting Le Shu Truly Interact with You
At the digital experience level, Artgital developed brand-specific prompt engineering to help Le Shu move beyond a character design and become an interactive presence. Pose-guidance technology was added, using AI motion recognition and image generation so Le Shu could imitate users' movements in real time and take photos with visitors.
Whether making a peace sign, giving a thumbs-up, or taking the center position in a group photo, Le Shu appeared to interact naturally like a friend. artgital also built dedicated prompt templates to precisely control Le Shu's lines and features, ensuring composition completeness and stability. This real-time responsive character design made the experience surprising and fun, while social platforms filled with co-photos of Le Shu and visitors, further expanding brand reach.
Whether making a peace sign, giving a thumbs-up, or taking the center position in a group photo, Le Shu appeared to interact naturally like a friend. artgital also built dedicated prompt templates to precisely control Le Shu's lines and features, ensuring composition completeness and stability. This real-time responsive character design made the experience surprising and fun, while social platforms filled with co-photos of Le Shu and visitors, further expanding brand reach.
Connecting North, Central, and South Taiwan, Lay's Took Over the Island
The activation toured Taipei, Taichung, and Kaohsiung, attracting strong participation and attention at each stop. Nearly 4,000 people joined the experience during the campaign, and social sharing exceeded 8,000 posts. The AI-style photo booth experience was also highly recognized by the brand and will continue to be applied in future activations, extending the overall value of brand interaction.
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