In an environment of increasingly fierce market competition, companies are under increasing pressure to survive. If companies still stick to the traditional market, it will be a matter of time before they will be marginalized. Even big brands can hardly withstand the impact of the Internet. It can be said that maintaining their own competitiveness under the pattern of "market harmony" is the key to future marketing success.

Facing fierce competition, talents from different industries and different companies have carried out cross-industry marketing ideas, hoping to attract media reports and public attention to the maximum, thereby accelerating the promotion of corporate product sales and brand communication. Jiewei is creative to achieve unexpected results. For example, the cross-border micro-creation carried out by Lay's Potato Chips has received very good results.

In order to enhance its competitiveness, Lay's Potato Chips has launched a new potato chip-"Who is your dish". From these five words, it can be seen that Laishi uses this "people-friendly language" to make people feel cordial and easily push the brand into the hearts of the audience.

In order to better promote Leshi potato chips, Leshi also invited famous movie stars Huang Bo, Zhang Guoli, and Luo Zhixiang to make a short film on the theme of "Who is your dish". The film changed its commercial communication habits, integrated the story into creative marketing, and attracted the taste buds of the public by telling the hilarious story of the father’s "recruiting son-in-law" for his daughter, and the taste of the product was cleverly embedded in the carefully constructed In the story line.