Farmers infuse local flavor to new effort for Lay's Potato Chips

Company: Frito-Lay
Campaign: Lay's Local
PR team: Internal and Ketchum, LA
Launch: May 12
Budget: Undisclosed

Objective: Earlier this year, PepsiCo's Frito-Lay division began to reposition its Lay's Potato Chips brand around a new emotional theme, “Happiness is Simple,” in hopes that it would connect with Americans nationwide. To build upon that theme, the company introduced a new marketing campaign in May that will coalesce later this summer in local communities from Maine to California.

Idea: This recent effort, “Lay's ...