CE DESK 
Lay’s honors the farmers who cultivate the potatoes used in every chip with limited-edition packaging and a campaign that tells the farm-to-bag story.
To help ensure the links between farmers who grow our potatoes are strong, Lay’s has produced a new range of limited-edition packs to pay homage to the farmers who grow the potatoes that are in each of our chips. This campaign takes its reference packaging and re-creates it as a narrative platform, allowing consumers the opportunity to experience the farm-to-bag journey of potatoes.
To honor the commitment and effort of India’s potato farmers, each pack is adorned with an assortment of color graphic depictions of farmers, cultivation and harvest. With an aim of taking the association with the consumers a step further, the QR code inside the packs takes the consumers to a heart-warming movie called ‘Mitti Ki Chitthi’ which portrays the emotional bond that soil and its farmer have with each other. Lay laid emphasis on soil health and sustainable agriculture and has also launched soil testing centres in various states to provide scientific information on agriculture for farmers.
With this project, Lay’s will celebrate the ag community by sharing their stories and putting a spotlight on where each chip we all love comes from. Available exclusively in Retail outlets and on E-commerce sites for a short time at a very low price, these 3 new Classic Salted packs also allow everyone to experience the journey of soil to smile that is waiting to be discovered in each bite.
Through this campaign, Lay’s is highlighting its commitment to sustainability and responsible sourcing, reminding consumers that great taste begins with taking care of the soil and the people who grow it.
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