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PepsiCo breaks Lay's Farmers campaign

PepsiCo Foods Canada has begun a campaign for its Lay's potato chip brand. The campaign, called "Lay's Farmers," promotes the use of Canadian-grown potatoes in the chips and the relationship the brand has with local farmers. The initiative includes national and regional commercials featuring seven potato farmers, regional in-store materials and out-of-home advertising on the escalators of three shopping malls. The creative was developed by BBDO, with media buying from OMD and public relations by Fleishman-Hillard. "Our Lay's potato farmers are no doubt the secret behind our crispy, fresh-tasting potato chips," said Claudia Calderon, senior marketing manager for Lay's. "We work closely together to ensure we're providing Canadians with a snack that they can feel good eating knowing it comes direct from Canadian soil, right in their own community."

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