Did you hear? Lay’s is unveiling 60+ new potato chip bags starring 31 “everyday smilers” in a campaign to donate $1 million dollars to Operation Smile.
From throwing birthday parties for children in need to surprising hospital patients with a furry friend to rehabilitating injured veterans, 31 everyday people are being invited into millions of homes this summer to share their stories – and spread smiles – thanks to Lay’s, America’s favorite potato chip brand.
Something to Smile About
With the launch of its “Smiles” campaign, Lay’s is unveiling 31 inspiring stories across a variety of flavors and varieties – including Traditional, Wavy, Lightly Salted, Poppables, and Kettle Cooked – all featuring the faces of “Everyday Smilers” who are making an impact in their local communities and beyond.
The program, which benefits international medical charity, Operation Smile, with a donation of up to $1 million in proceeds, kicked off in New York City with dancer, actor, singer and smiles enthusiast Derek Hough. He says,
Kudos to Lay’s for recognizing that it’s the simple things in life that hold the most value. Sharing a smile with a friend is often just what you need as your own pick-me-up – and everyone, no matter who you are, can appreciate that unexpected bright spot in your day.
I’m honored to join Lay’s as they spread smiles on a global scale with Operation Smile, and then also at a community level with the Everyday Smilers who remind us that gestures big and small can create joy.
Last year, Lay’s debuted similar “Smiles” packaging in conjunction with a $1 million commitment to Operation Smile, which surpassed expectations with customer feedback and social engagement to prompt the campaign’s return in 2019 – this year with the addition of real people on the selfie-inspiring bags. Kristie Magee Porcaro, senior vice president of global philanthropy for Operation Smile said,
The simple act of everyday smilers sharing their stories can have a big impact on our work to help children around the world. We are grateful that Lay’s has launched its ‘Smiles’ campaign for a second year, recognizing the power that a single storyteller has to inspire others and help change the world.
Sadira Furlow, vice president of marketing, Frito-Lay North America, said,
We know the world today needs more joy and we take a lot of pride in the joy that comes from simply opening a bag of Lay’s – and just like that bag draws you in, so does sharing a smile. Last year, our fans shared an average of 700 selfies per day with the ‘Smiles’ bags, revealing a tremendous opportunity for our bags to transform into storytellers, inspiring even more smiles with the great work of Operation Smile and ordinary people doing extraordinary things in their communities.
Our hope is that with every smile we encourage, another one follows, and so on – with those seemingly little moments of joy and connection adding up to make a big difference.
Who are the 31 Everyday Smilers?
Fans can learn more about the 31 Everyday Smilers featured on the Lay’s Smiles bags through a mobile video campaign with NowThis, produced in partnership with Group Nine’s Brandshop and Facebook.
The inspiring Everyday Smilers’ stories feature many Dallas area residents, including Frisco’s Dr. Shalin Patel of Ideal Dental who provides free dental screenings for hundreds of elementary school students.
The other local “smilers” are:
Austin M., Plano, TX: Austin is the founder of an apparel and lifestyle brand called PURPOSEFULL that releases videos with each new design to help others live their lives with purpose.
Christine A., Dallas, TX: Christine created Ark of the Rainbow, which focuses on providing education and life skills to families in India.
David V., Lewisville, TX: David is a former professional football player who helps rehabilitate and train injured veterans and adaptive athletes through his nonprofit, Adaptive Training Foundation.
Derek P., Dallas, TX: As a personal trainer, Derek runs fitness classes and camps. Through his fundraising, Derek gives back by using his smile to give underprivileged kids a reason to smile too.
Elizabeth B., Dallas, TX: Elizabeth is a NICU nurse with a positive personality that lifts the spirits of those around her. She writes inspiring quotes on the hospital gowns of her colleagues to keep them smiling throughout the day.
Lael M., Plano, TX: Lael and her family created The Melville Family Foundation in order to bring smiles to disadvantaged youth by focusing on education and mentorship.
Lawrence M., Plano, TX: Lawrence has made it his lifelong mission to mentor kids from disadvantaged families – steering them away from crime and toward programs that build strong character.
Mary-Ellen G., Dallas, TX: Once a week, Mary-Ellen and her dog, Tucker, visit children in the hospital to lift their spirits. Tucker’s presence helps bring some joy to these young patients.
Matt P., Dallas, TX: Matt, like most guys, smiles when he makes his girlfriend smile. So, he got his dogs certified as therapy pets to raise her spirits as she fights against Crohn’s disease.
Paige C., Dallas, TX: Paige believes birthday parties show kids that they matter. That’s why she helped create The Birthday Party Project that spreads smiles by throwing birthday parties – cake, decorations, presents and all – for children living in shelters and transitional environments.
Sharing is Caring
To support Lay’s in the mission to spread millions of smiles, fans are encouraged to smile by sharing their own Lay’s Smiles bag using the hashtag #SmilewithLays across social media to help spread a powerful sense of joy nationwide.
Lay’s specially designed Smiles bags are now available nationwide for a limited time starting Sunday, July 28. For more information on the campaign, visit www.Lays.com.
Lay’s is one of the brands that makes up Frito-Lay North America, the $15 billion convenient foods division of PepsiCo, Inc. (Nasdaq: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate website.
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $64 billion in net revenue in 2018, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail.
About Operation Smile
Operation Smile has provided hundreds of thousands of safe surgeries for those born with cleft lip, cleft palate or other facial differences. With more than three decades of expertise, Operation Smile creates solutions that deliver free surgery to people where it’s needed most. As one of the largest medical volunteer-based nonprofits, Operation Smile has mobilized thousands of medical volunteers from a wide range of medical specialties from more than 80 countries.