To celebrate the winning flavour of the Iconic Restaurant Flavours campaign in Holland and Belgium, Lay’s and Fitzroy created the ‘Crispy Puffer Jacket’

The jacket is made from recycled chips bag foil of the two losing flavours. A unique way to turn waste into fashion. What’s more, the jacket isn’t filled with duck down or polyfill but with real Lay’s chips in the winning flavours. Lay’s x Subway Teriyaki in Holland and Lay’s x Pizza Hut Margherita in Belgium.

The Iconic Restaurant Flavours campaign launched April this year with three new, temporary flavours. Lay’s x Subway Teriyaki, Lay’s x KFC Original Recipe Chicken and Lay’s x Pizza Hut Margherita. The winning flavour wins a permanent spot in the Lay’s product family.

Mischa Schreuder, ECD and partner at Fitzroy says the idea to create a fashionable puffer jacket was born during a brainstorm for the reveal phase. "We were racking our brains trying to figure out how to reveal a flavour that’s been on the shelves for almost an entire year. It couldn’t be about the two losing flavours, so we had to come up with a new context in which to present the winning flavour."

Amsterdam fashion label XPLCT then joined up to help design the jacket and have it produced in their own studio.

Fans can enter to win the jacket in Holland and Belgium until December 31st through lays.nl/irf. One jacket per country will be exhibited in a Subway restaurant in Holland and a Pizza Hut in Belgium. Good news for those who can’t wait to don this one of a kind item, Capitola.Social created a special AR Snapchat lens that allows you to wear it digitally.