PLANO, TX: Frito-Lay kicked off the first stage of its six-city "Lay's Mobile Farm" campaign designed to bring rural farming experiences to the center of US cities.
The tour is the firm's largest mobile effort in more than a decade and is aimed at educating moms and grocery shoppers about where Lay's potato chips come from.
The campaign, which is being run in-house at the PepsiCo subsidiary with support from Ketchum PR, begins today in New York City's Times Square, and over the next month will visit Boston, Detroit, Chicago, Los Angeles and Dallas.
Visitors to the traveling greenhouse will be able to meet Lay's potato farmers, learn about home gardening and receive a free plant. The company plans to donate the contents of each of the mobile greenhouses to local community gardens.
Linda Bethea, brand manager at Lay's, explained that the mobile farm tour was an extension to a 2009 campaign that was largely run in-store. She said: “There is a growing consumer interest in where food comes from and that is why we are using real potato farmers as our spokespeople.”