Lay’s Celebrates Football Fandom With ‘Golden Grounds’ NFL Stadium Soil Grown Chip Campaign

PepsiCo snack brand Frito-Lay activated its league partnership in the lead up to the 2022 Super Bowl with the release of a range of Lay’s chips/crisps which leverages its farming legacy and 100% sustainably-sourced potatoes grown in fields where the soil had been mixed with dirt from some of the NFL’s most hallowed pitches.

The concept sees the potato chip brand seek to shift product while celebrating all the football fans who rally for/support their teams season after season by bringing their side’s home field to them via Lay’s ‘Golden Grounds’.

The line of chips were grown in fields mixed with soil from 29 NFL stadiums across the country: each ground’s soil was mixed into separate parts of the potato field so the brand could produce chips infused with the first and glory of each specific NFL franchise. These were then packed into limited-edition, team-specific bags with ‘keepsake packaging’ designed with each team’s NFL team and logos.

The accompanying marketing push was fronted by NFL legend Jerry Rice who spearheads an integrated campaign promoting the limited edition products and explaining how fans can enter (via Twitter) a contest to win bags of Lay’s grown from the soil from the favourite team’s stadium.

Between 11 and 25 January fans had a chance to win a bag of limited-edition chips simply by following Lay’s Twitter (http://www.twitter.com/fritolay

& @LAYS) on Twitter and looking out for special Golden Grounds sweepstakes tweets to which fans can respond by showing support for their favorite NFL team through text, imagery and video using the #LaysGoldenGrounds and #Sweepstakes hashtags alongside the official NFL hashtag of their favorite team.

The campaign dropped on 11 January was led by a hero ‘Lay’s Golden Grounds’ film featuring Rice running across Lay’s on Facebook, Instagram, Twitter and YouTube platforms backed by a ‘Making-Of’ spot and other content pieces which also sought to drive viewers online to find out more about the initiative at www.lays.com/goldengrounds.

Golden Grounds – made from potatoes grown in fields mixed with NFL teams’ home grounds. For a chance to win a bag, follow & tag @LAYS in a post showing love for your team, using #LaysGoldenGrounds, #Sweepstakes & your team’s official NFL hashtag. Rules: https://t.co/IZopB6bXqY pic.twitter.com/NX0EZ4IUaL

— LAY'S (@LAYS) January 11, 2022

“Lay’s is all about bringing joy to our fans, and we know there’s nothing that brings a smile to football fans’ faces more than cheering for their favorite team at their home field,” said VP Marketing Frito-Lay North America Stacy Taffet. “The limited-edition chips are our way of celebrating fans who stand by their teams through victory, defeat and everything in between. I can’t think of a better way to kick off our journey back to America’s biggest stage with Lay’s return to Super Bowl, where we’ll look to spread even more joy with delicious game-day snacks and an incredible new commercial we’ll unveil soon.”

“Game days were some of the most exhilarating and challenging times, and as a player, you grow a special bond with the fans who cheer you on and wear your number on their shirt,” added Rice. “That type of loyalty and support is what makes football such a great sport, and that’s why I’m excited to partner with Lay’s to share the heart and soul that went into Golden Grounds.”

Comment

There are echoes here of Brahma beer’s 2014 Brazil hosted FIFA World Cup campaign when it brewed a limited edition beer made from Barley grown from the national team’s ‘Training Centre’.