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June 04, 2010

Lay's carves a wooden billboard to reflect 'crafted with care' idea

Posted on Fri Jun 4 2010

Lays

Leave it up to the folks at Lay's to literalize what it means to be made from "all natural ingredients, crafted with care." The Frito-Lay-owned potato-chip brand has three wood carvers etching out those exact words on a giant billboard in San Francisco. (The result should look like the photo here.) The outdoor effort—from agency Juniper Park, part of a larger TV and print campaign—supports new flavors like Crinkle Cut Spice Rubbed BBQ and Harvest Ranch. It expands on a larger campaign Frito-Lay launched last year highlighting the farmers who grow its potatoes. The snack-food giant estimates the billboard will take "up to 10 days and 80 hours to complete" and will remain up until the end of this month. Though consumers across the U.S. eat Lay's, Michelle Rule, North American marketing director for Frito-Lay, said San Francisco was chosen to host the billboard as it's "a city known for having a 'foodie' flare." She added: "Lay's Kettle Cooked potato chips are cooked in small batches," emphasizing that each chip is made with tender loving care, just like the billboard.

—Posted by Elaine Wong

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