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Golden Grounds
Agency TBWA\Chiat\Day / New York + Bindery / New York + Redslash / TBWA / New York + Rare Medium / New York
Category
Innovation & Transformation / Innovation in Direct Marketing
Annual ID
OS22_DM108M
About the Work
How do you win the hearts of football fans across America? You put the spirit of their favorite teams inside your product.
Introducing Lay’s Golden Grounds.
We took soil from NFL stadiums and home grounds, and cultivated it into team-specific plots in a potato field. From there, we harvested, peeled, sliced, and fried the potato chips, packing them into bags that showed which team’s specific plots those delicious chips had come from.
NFL Hall-of-Famer Jerry Rice launched the limited run of chips with an online film, in which he directed fans to apply online to win a bag, by showing Lay’s the strength of their fandom.
Despite zero investment in broadcast media, the campaign was immediately picked up by national and local TV channels, featuring in over 107 news broadcasts. It was also featured on the TODAY show, The Late Show with Stephen Colbert, as well as countless sports radio shows, podcasts, and other fan channels.
Golden Grounds received 1.9 billion impressions, reached more than 130 million people on Twitter, and had the most Twitter engagement in Lay’s history, all with 97% positive sentiment. We also made some very tasty potato chips.
Introducing Lay’s Golden Grounds.
We took soil from NFL stadiums and home grounds, and cultivated it into team-specific plots in a potato field. From there, we harvested, peeled, sliced, and fried the potato chips, packing them into bags that showed which team’s specific plots those delicious chips had come from.
NFL Hall-of-Famer Jerry Rice launched the limited run of chips with an online film, in which he directed fans to apply online to win a bag, by showing Lay’s the strength of their fandom.
Despite zero investment in broadcast media, the campaign was immediately picked up by national and local TV channels, featuring in over 107 news broadcasts. It was also featured on the TODAY show, The Late Show with Stephen Colbert, as well as countless sports radio shows, podcasts, and other fan channels.
Golden Grounds received 1.9 billion impressions, reached more than 130 million people on Twitter, and had the most Twitter engagement in Lay’s history, all with 97% positive sentiment. We also made some very tasty potato chips.
2022 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Chiat\Day / New York
Production Company
Bindery / New York
Music / Sound Production Company
Human / New York
Mr. Bronx / New York
Post Production Company
Redslash / TBWA / New York
Rare Medium / New York
Animator
Jason Oliver Goodman
Art Director
Mike Gaines
Chief Creative Officer
Amy Ferguson
Chris Beresford-Hill
Composer
James Leibow
Thomas Keery
Copywriter
Chris Chance
Creative Director
Jexy Holman
Nuno Teixeira
Designer
Alexandra Floresmeyer
Director
Eric Ryan Anderson
Justin Leyba
Director of Photography
Aaron Philips
Steven Turco
Editor
Epy Carrieri
Yvette Choy
Executive Creative Director
Al Merry
Alex Taylor
Executive Producer
Andrea Theodore
Heath Raymond
Tricia Higgins
James Dean Wells
Strategist
Margaret Dick
Senior Motion Designer
Seokmin Hong
Vivian Lee
Chief Executive Officer
Nancy Reyes
Colorist
Mikey Rossiter
Line Producer
Jason Haymond
Music Producer
Kenzo Perron
Retoucher
Nice Shoes
Senior Designer
Nel Sparkman
Senior Integrated Producer
Alise Bellina
Steven Kreuch
Strategy Director
Katelyn Saks
1st AC
Stas Bilyavskiy
Associate Director of Production
Tina Lam
Associate Director, Communications
Asheden Hill
Business Director
Allie Lightcap
Amy Krieg
Business Lead
Bruna Bechelli
Business Manager
Gino Joasil
Chief Strategy Officer
James Sowden
Color Assist
Stephanie Park
Director of Integrated Business Affairs
Thalia Tsouros
Director of Integrated Production
John Doris
Editor / Retoucher
Eric Bigman
Executive Strategy Director
John Gibson
Matt Kuzelka
Executive Strategy Director, Social Branding
Anthony Hamelle
Integrated Producer
Cary Luecke
Sarah Haroldson
Operations Manager
Christina Curtis
Post Producer
Pietra Cangialosi
Production Coordinator
Kaitlyn Dutchin
Senior Business Affairs Manager
Anne-Camille Charpié
Senior Business Manager
Deniz Mutlugil
Sound Design / Mix
Eric Hoffman
Strategist, Social Branding
Emily Larsen
Strategy Director, Social Branding
Lesley Parks
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