BRIEF
Lay's wanted to launch 2 new flavours based on Dutch traditional dishes: Patatje Mayo and Patatje Satésaus with a veeery local insight-inspired campaign. 

INSIGHT
The Netherlands is divided between those who call fries "friet" and those who call them "patat". But this is no "potatoe / potato" kind of discussion, they take it pretty seriously! This debate has sparked on TV shows, Twitter threads, and blog posts 1.532 messages long full of insults, memes and insulting memes.

IDEA
Let's call for togetherness in the Netherlands by launching a nationwide search for a new name they can all agree on. So for now on it won't be friet nor patat, but whatever the nation decides.