This month, Frito-Lay kicks-off its largest ever marketing campaign called "Lay's Local" to celebrate the more than 40,000 Americans across the country who grow the potatoes we use to make Lay’s brand potato chips, who make the chips at Frito-Lay facilities across 18 states and who deliver and merchandise the chips in stores.
The campaign –- which features regional and national TV ads, print ads, on-packaging messages and in-store displays –- spotlights potato farmers from California, Florida, Maine, Michigan and Texas who grow the potatoes Frito-Lay uses to make Lay’s potato chips.
To celebrate the campaign’s kick-off, today, five American farmers who are featured in the campaign rang the opening bell at the New York Stock Exchange. (Frito-Lay’s parent company, PepsiCo –- PEP -- is listed on the NYSE.)
In my early days at Frito-Lay, I worked with our potato operations team and saw firsthand Frito-Lay’s partnership with American potato farmers. Together, they developed higher-quality potatoes for Frito-Lay that consumers preferred. Today, Frito-Lay teams-up with more than 80 farms across 27 states to grow potatoes, and some of the farmers whose families have worked with us for generations are featured in the new ads.
The local component of the new Lay’s campaign really hits home with both retailers and consumers. The potatoes the farmers grow are received by our 21 manufacturing facilities in 18 states, where they are cooked to make Lay’s potato chips. Soon after they are cooked and packaged, we take them to our sites in all 50 states, where our Route Sales Representatives pick up the chips and stock the shelves of more than 300,000 stores each week -- maximizing the fresh taste and minimizing breakage. You've probably seen our salespeople in your local stores and can see the pride they share in being part of the Frito-Lay team.
And, to make it even more personal, you can now visit the Lay's Web site and enter a code from your Lay’s bag and your ZIP code to find out where that bag was made -- showing us that Lay's supports communities across the U.S.
So this summer, while you’re at a picnic enjoying Lay's potato chips, you can also know that there is a dedicated team of Americans -- likely in your own community -- making sure that you’re getting the highest-quality snack possible, at a reasonable value. Why is local business support important to your community?