Lay’s potato chips, a brand of PepsiCo’s Frito-Lay division, kicked off a mobile greenhouse featuring its potato farmers that is traveling to five cities following its July 26 debut in New York City’s Times Square. The tour will visit Boston’s City Hall Plaza, Chicago’s Millennium Park, Detroit’s Tigers Stadium and The Grove in Los Angeles before it wraps at Rangers Ballpark in Dallas on Aug 24.
The effort brings to life a TV campaign that launched last year and featured Lay’s potato farmers telling their stories. Housed in a 70-foot long, 10-foot wide and 14-foot high traveling greenhouse, Lay’s Mobile Farm provides visitors the opportunity to see potato, onion, pepper, tomatoes and basil plants, natural ingredients that are used in six new regionally inspired Lay’s potato chip flavors, and discuss farming with Lay’s potato farmers. An interactive Chip Tracker, also available online at lays.com, traces the UPC code on bags of chips to reveal where the chips were made. Visitors also can don farmers’ overalls and hold a pitchfork or other accessories in a souvenir photo op. A Lay’s Facebook page and Twitter account extends the experience online.
To encourage at-home gardening, Lay’s is giving away approximately 8,000 basil plants to attendees. And at the culmination of each city stop, the brand will donate all contents of the greenhouse to local community gardens, resulting in the planting of hundreds of vegetables and fruits in those areas.
“Consumers have a growing interest in learning more about where their food comes from; they are becoming more educated about what they are purchasing and eating,” Linda Bethea, brand manager at Lay’s, told Buzz. “So the idea was to share our story with consumers—the people and places that make Lay’s potato chips—and showcase the natural ingredients that go into our products and how they are grown. Anybody with a windowsill can start growing herbs and smaller vegetables. We’re hoping to educate and inspire them to do that.” Agency: The Marketing Arm, Dallas.