Lay’s
Global Brand Refresh
Client: Lay’s
Project: Rooted in Real
Deliverables: Stills
Usage: Digital, print, out-of-home, and large scale applications including semi-trucks.
This campaign marked Lay’s largest global brand refresh in nearly a century. Rooted in Real was designed to reconnect the brand with its agricultural origins, celebrating where the product begins and the people behind it. The goal was to create imagery that feels honest, expansive, and unmistakably real — reinforcing Lay’s commitment to real ingredients at a global scale.
The shoot took place on a working potato farm in New Mexico, where potatoes are grown specifically for Lay’s. Real farmers from the farm were featured as talent, grounding the campaign in authenticity and lived experience. Shot with natural light, the visuals were designed to pair seamlessly with Lay’s refreshed logo and its iconic sun rays — using open skies, soil, texture, and scale to echo the brand’s renewed energy while staying rooted in place and purpose.
The resulting image library supported the global refresh across every touchpoint — from digital and print to out-of-home, retail, and large-scale applications including semi-trucks. The work delivers a cohesive, ingredient-forward visual system that reinforces Lay’s identity while honoring the people and land at the heart of the brand.
Credits & Creative Partners:
Agency: Chase Design Group
Production: Bold Poppy / Carmel Bergholz
Prop & Wardrobe Stylist: Aimie Vredevoogd
Farm & Talent: New Mexico Potato Farm / Real Farmers
Retouching: Bluespace
