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
Frito-Lay, like seemingly every other marketer on earth, is making a big point about going local. Its newest marketing blitz focuses on the 80 "local" farmers from 27 states who grow the potatoes used to make its Lay's chips. In addition, they're making 40,000 in-store displays customized by state, and a tech toy at Lays.com can identify where any bag of the chips was made if you enter the first three digits of the product code on the bag and your ZIP code. Not to undermine their efforts here, but they're missing the point of "locally" grown food. We understand that their chips are made somewhere, but, as an executive from Sustainable Table points out in the article, their stock is still grown on industrial farms, which are on the opposite end of the spectrum from the rugged, individualistic American farmers they claim to support. Now Utz, there's a potato chip for you uppity-liberal-guilt types.
—Posted by David Kiefaber