North America, Processing, fries, chips, Promotion/Marketing, Trends

Lay’s Potato Chip bags use smile power to help kids in need

PepsiCo’s Frito-Lay division is putting smiles on bags of Lay’s Potato Chips as part of its limited-time “Smile with Lay’s” campaign. For each purchase of one of the specially designed bags—which are printed with the smiles of real consumers—the brand is making a donation to Operation Smile, an international charity that helps young people who need surgery to correct cleft conditions. The packaging design, which incorporates a diverse assortment of smiling faces, rolled out across the United States in February. Fourteen of Lay’s potato chip flavors are available in the grin-inducing food packaging. In addition to buying Lay’s Smile bags in-store, consumers can go online to order a bag of Lay’s Classic Potato Chips printed with their own smile. Sarah Guzman, senior director of marketing, Lay’s, answers some questions about the packaging and the campaign. More

Editor & Publisher: Lukie Pieterse


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