Lay's to Launch New Image Campaign

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DALLAS—Ad Age reported that Frito-Lay North America has hired Toronto-based Juniper Park ad agency to create a multimillion dollar campaign to highlight Lay’s potato chip image, pointing to the fact that the salty snack is made from just three ingredients—potatoes, sunflower oil and salt.

The "Happiness is Simple" campaign, which includes print, online and national TV spots, begins Jan. 18 and will result in a double-digit spending increase for Lay's this year.

Gannon Jones, vice president of marketing at Frito-Lay North America, said the new campaign isn't trying to elevate Lay’s to a health-and-wellness platform, but rather give permission to eat Lay's potato chips at a time when consumers have become increasingly concerned about their calorie and fat intake. The campaign also dials down the brand's more indulgent messaging of old, such as "Bet you can't eat just one."

"We're not trying to suggest that this is a hard-core health product at all," Jones said. "The line we're trying to walk with this campaign is to remind [consumers] about everything they love about the brand while addressing some of the misperceptions."[that Lay's are overprocessed and unhealthy].”

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