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Marking the second phase of its repositioning strategy that started earlier this year, Lay’s Potato Chips launched a nationwide marketing campaign celebrating the power of the people and communities producing its line of chips.
The “Lay’s Local” marketing campaign puts a spotlight on potato farmers from California, Florida, Maine, Michigan and Texas, who grow potatoes used in Lay’s Potato Chips 30-second national and regional television spots.
The farmers featured in the ads, which launch May 18, joined the Lay’s Potato Chips brand team to ring the opening bell at the New York Stock Exchange Tuesday.
In addition to the television spots, the “Lay’s Local” campaign will be supported by a comprehensive marketing effort that celebrates the local connections of the brand through national print advertising, on-pack messaging and 40,000 in-store displays customized for each participating state.
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