Lay’s is converting millions of potato chip bags to feature the real smiles of 30 “ordinary” people doing extraordinary things in their communities. The new Lay’s bags continue the brand’s mission to inspire even more smiles in 2020, with up to $1 million in proceeds benefitting Operation Smile.
The Lay’s Smiles packaging and brand’s digital media channels also will spotlight the unique stories of these 30 “Everyday Smilers” whose impact includes helping the homeless, veterans, youth, elderly and more – in hopes that their inspiring work will bring smiles to the faces of people across the country.
The campaign also signals the return of three fan-favorite limited-time-only Lay’s potato chip flavors: Lay’s Fried Pickles with Ranch, Lay’s Hot Sauce (in partnership with Frank’s RedHot) and Lay’s Kettle Cooked Beer Cheese.
While this is the third year for the Lay’s Smiles bags in-store, fans may notice they look a little different than previous versions. The more than 70 different bag designs were created using CGI technology after COVID-19 concerns required cancelling the in-person production that would have brought all the “Everyday Smilers” to Dallas for a VIP photo and video shoot experience. To quickly pivot, each “Everyday Smiler” was instead sent detailed instructions to capture self-portraits using their phones – and the resulting amateur photos were professionally enhanced for transferring onto the Lay’s bags.
“Having pored through thousands of nominations and already being personally committed to these Smiles ourselves, particularly now when people are looking for more reasons to smile than ever before, we knew we couldn’t let a cancelled photo shoot keep Lay’s from sharing these inspiring stories with the world,” said Sadira Furlow, VP of marketing for Plano, Texas-based Frito-Lay North America. “Across stores and within households, Lay’s has the power to reach millions of Americans every day. We already know that what’s inside the bag brings joy but turning the Lay’s bag into a canvas to multiply that happiness factor is what makes the Smiles program so special.”
Last year, more than 71,000 people scanned the Lay’s Smiles QR codes to hear the unique stories behind each “Everyday Smiler” and 2020 offers even more inspiration from around the country.
For the third year in a row, the Smile with Lay’s campaign directly benefits Operation Smile, an international medical charity that provides access to safe surgical care to those who have cleft conditions.
“The Smile with Lay’s program reflects the true power of how a smile can change the world, beginning with the one-on-one interaction you may have with a stranger to the life-changing surgeries and resources Operation Smile is able to provide thanks to our committed staff, generous donors, medical volunteers and longtime partners like Lay’s,” said Kristie Magee Porcaro, chief strategy officer and partnerships for Operation Smile.
The Lay’s Smiles bags are available nationwide while supplies last. To learn more, click here.
