How do you win the hearts of football fans across America? You put the spirit of their favorite teams inside your product. 

Introducing: Lay’s Golden Grounds. 

We took soil from NFL stadiums and home grounds, and cultivated it into team-specific plots in a potato field. From there, we harvested, peeled, sliced, and fried the potato chips, packing them into bags that showed which team’s soil those delicious chips had come from. 

NFL Hall-of-Famer Jerry Rice launched the limited run of chips with an online film, in which he directed fans to apply online to win a bag, by showing Lay’s the strength of their fandom.

We documented every step of the way so we could show the fans exactly how the idea came to life, and released a making-of film on the Lay’s website.

Despite zero investment in broadcast media, the campaign was immediately picked up by national and local TV channels, featuring in over 107 news broadcasts. It was also featured on the TODAY show, The Late Show with Stephen Colbert, as well as countless sports radio shows, podcasts, and other fan channels. 

Golden Grounds received 1.91 billion impressions, reached more than 140 million people on Twitter, and had more Twitter engagement than any campaign in Lay’s history, all with 97% positive sentiment. We also made some very tasty potato chips.