February is Super Bowl month, where many CPG brands will pay $6.5 million for a 30-second spot and hope it resonates with consumers and increases sales. This year, Lay’s potato chips will run its first ad during the game in 17 years. The brand is promoting a new line of chips made with potatoes grown in NFL stadium soil. The idea is to capitalize on the love that football fans have for their favorite NFL team's home field.
Lay's created the limited-edition line of Lay's Golden Grounds chips by pulling soil directly from NFL stadiums and fields across the country. Under the careful watch of Frito-Lay farmers, they mixed the soil into separate parts of the potato field to make chips infused with the grounds and the glory of each NFL team. The limited-edition bags also feature keepsake packaging decked out with NFL team colors and logos.