Watch for Plano, Texas-based Frito-Lay to feature local potato growers in regional and national advertising campaigns that roll out this week.
The "Lay's Local" campaign, touted as one of the chip company's largest marketing efforts ever, features growers of chipping potatoes from California, Florida, Maine, Michigan and Texas, according to a news release. The ads will air in 30 national and regional television spots.
In addition, the campaign will take on a local flavor through more than 40,000 in-store displays that are customized for each region.
The snack food company, which is owned by PepsiCo, also will participate in more than 50 local events, such as the Maine Potato Blossom Festival.
More than 80 farms in 27 states grow potatoes for Lay's. In 2008 alone, growers shipped more than 2 billion pounds of spuds to the snack food company.
The farmers starring in the television ads include:
• Brian Kirschenmann of Kirschenmann Farms in Bakersfield, Calif.: fifth-generation potato farmer whose delivered to Lay's since 1974.
• Jack Wallace Sr. and Jack Wallace Jr. of Jack Wallace Farms in Edinburg, Texas: Lay's grower since 1964.
• Steve Singleton of Singleton Farms in Hastings, Fla.: Singleton has grown Lay’s since 1982.
• Darrell McCrum of the Maine Potato Alliance in Mars Hill, Maine: a fifth-generation potato farmer who has grown for Lay’s for 23 years.
• Brian Walther and Gary Walther of Walther Farms in Three Rivers, Mich.: brothers and third-generation potato growers who have shipped to Lay’s since 1975.