Image Source: ADWEEK
Lay’s has made an exciting announcement regarding its approach for the upcoming Super Bowl, presenting an innovative dual advertisement strategy. This year, the company will showcase two distinct ads that reflect its rebranding efforts and a commitment to local farmers. The first ad, titled “The Last Harvest,” is designed to tug at the heartstrings, while the second, known as “The Lay’s Challenge,” aims to engage fans with a promotional giveaway of 100,000 bags of fresh chips.
The overwhelming success of Lay’s advertising in previous Super Bowls prompted this bold move, as shared by Hernán Tantardini, CMO of PepsiCo Foods US. In an interview, he revealed, “This is a big year for Lay’s. We’re relaunching our brand, and we decided to go in a big way. It’s not only on the campaign in the Super Bowl, but we are doing a complete rebranding.” He emphasized the motivation behind having two separate ads, saying, “For the first time, we’re going to do two different spots.”
Highlighting Farmers in “The Last Harvest” Ad
The first commercial, “The Last Harvest,” is a poignant 60-second film that respects the hard work of the farmers behind the iconic potato chips. This ad continues the narrative established last year with “The Little Farmer.” The new commercial is inspired by real-life stories, focusing specifically on the Neumiller Farms located in Illinois. This third-generation family-owned farm is currently run by Tom Neumiller and his daughter Katie Flomin, symbolizing a deep agricultural heritage.
Directed by Academy Award-winner Taika Waititi and featuring the moving track “Somewhere Only We Know,” the ad is set to resonate with viewers by showcasing the emotional connection between farming traditions and the Lay’s brand. “We’re highlighting the real stars of our brand that are our celebrities, the farmers,” Tantardini stated. The significance of this commercial extends beyond mere advertising; it represents Lay’s commitment to supporting future generations of farmers with planned investments exceeding $1 million through the PepsiCo Foundation.
Engaging Fans with “The Lay’s Challenge”
Following “The Last Harvest,” Lay’s will release “The Lay’s Challenge,” a 30-second spot that invites fans to participate in a unique promotional event. This segment encourages viewers to scan a QR code for a chance to receive the freshest Lay’s chips ever delivered—straight from the farm to their doorstep within 72 hours. This ambitious giveaway will see 100,000 bags dispatched nationwide, reinforcing Lay’s freshness and enhancing their connection with consumers.
Should the delivery be delayed, Lay’s is prepared to reward customers with a complimentary bag each month for an entire year. “The big thing is it’s going to be across America. No matter where that order is going to be placed from, we are committed to delivering to almost every single place in America,” Tantardini explained, revealing plans to collaborate with various farms as part of this initiative.
A Multi-Year Campaign Vision
Lay’s marketing initiatives will not end with the Super Bowl; instead, they lay the groundwork for a longer-term strategy. Tantardini noted, “It’s not a one-month push. This is a multi-year plan.” Looking ahead, he expressed excitement for not just the Super Bowl but also other major sporting events, including sponsorship of the FIFA World Cup later in the year. These efforts reflect Lay’s intention to stay engaged with fans across different sports and events.
The upcoming Super Bowl promises to be an event where Lay’s not only showcases their chips but also tells a powerful story that underscores their commitment to local farming communities and consumer engagement. Through heartfelt narratives and exciting promotions, Lay’s aims to win over viewers during one of America’s most-watched sporting events.
Frequently Asked Questions
What are the themes of Lay’s Super Bowl commercials?
Lay’s ads focus on supporting local farmers while creating engaging consumer experiences through giveaways.
Who directed the first commercial “The Last Harvest”?
The commercial was directed by Academy Award-winner Taika Waititi.
How many bags of chips will Lay’s give away during the Super Bowl?
Lay’s will give away a total of 100,000 bags of chips as part of their promotional campaign.
What commitment is Lay’s making to farmers?
Lay’s is investing over $1 million to support future generations of farmers through the PepsiCo Foundation.
What is the Lay’s Challenge?
The Lay’s Challenge encourages fans to scan a QR code for a chance to receive fresh chips delivered directly to them.
