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Lay's New Marketing Strategy to Focus on Locally Grown Potatoes

Lay's Goes Local


Frito-Lay, the nation's biggest snack-food company, has announced plans to go local. Next Tuesday the Lay's brand of chips will roll out a new marketing strategy. Dubbed "Lay's Local," the campaign focuses on the 80 farms (scattered across 27 states) that grow the potatoes used to make the chips. Dave Skena, the vice president of potato chip marketing for Frito-Lay, explains the reasoning behind the emphasis on locally grown potatoes:

Knowing where food is made and grown is important to consumers. Sharing with consumers how regional we are is relevant and compelling. Our intention is solely on celebrating the contributions people and communities across the country have made to the Lay's brand.

A Chip Tracker on Lays.com allows consumers to find out where a bag of chips is made. With other companies promoting the use of natural and local ingredients, it comes as no surprise that the snack maker has jumped on the bandwagon.

Lay's potato chips has always been one of my guilty pleasure foods, but how can I feel guilty knowing they're made from locally grown produce? What do you think of the news?

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