Pepsico’s Frito-Lay division rolls out its “Smile Bag” campaign to celebrate everyday people sharing joy nationwide, highlights Farmington Hills-based Fleece & Thank You and its mission to comfort hospitalized kids.
August 1, 2019 (Detroit, MI) – 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. With the launch of its “Smiles” campaign, Lay’s is unveiling 31 inspiring stories across a multiple 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. One of those smilers is Michigan native Nicholas Kristock, Executive Director Fleece & Thank You, a Farmington Hills-based charity that comforts children facing hospital treatments by providing colorful fleece blankets and video messages of support, among other comfort and therapeutic services.
Lay’s “Smiles” campaign benefits international medical charity Operation Smile with a donation of up to $1 million in proceeds. 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.
“Smiling at someone might be the most important thing you do all day,” said Kristock of Fleece & Thank You. “We are grateful that Lay’s has launched its ‘Smiles’ campaign and invited us to be a part of the magic. Being featured on millions of bags across the country is definitely a ‘pinch-me’ moment for us.”
“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,” said Sadira Furlow, vice president of marketing, Frito-Lay North America. “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.”
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. Consumers can also learn more about the Everyday Smilers through an augmented reality experience powered by the Facebook Camera and triggered by scanning a unique QR code on the back of each Smiles bag.