A new marketing push by Lay’s puts the Canadian potato growers who supply the brand front and centre.

The new “Betcha the Farm” campaign by agency partner Rethink is a celebration of some of the farmers who have been growing potatoes for the PepsiCo Foods Canada chip brand for decades.

Across English Canada, the campaign features the Perry family from Coaldale, Alta., who have been working with PepsiCo Foods Canada for more than 40 years. In Quebec, viewers are introduced to St. Thomas de Joliette farmer Martin Goyet, who runs an operation that has supplied potatoes to PepsiCo for more than 30 years.

“The Lay’s brand has always worked closely with Canadian farmers, some partnerships spanning more than 45 years,” says Lisa Allie, senior marketing director at PepsiCo Foods Canada. “’Betcha the Farm,’ is our way of telling Canadians what’s been true all along, Lay’s potato chips are grown and made right here in Canada, by Canadian farmers.”

Allie tells strategy that PepsiCo sees strong potential in the storytelling lens to spark local connection. After all, the corporation purchases around 800 million potatoes from Canadian farmers annually and produces chips in Canadian facilities.

“It’s a story of local pride that we’re proud to continue telling,” Allie says, adding that the message is especially important during a year when Canadian pride is cresting.

Launched during what Allie says is the peak Lay’s season of barbecues and road trips, the campaign has a presence on connected TV and OLV, OOH, digital and social video and owned channels. A point-of-sale component will be in-store in early August and run through September.

OMD led media planning and buying, Edelman Canada led PR, OMD led paid media and Praxis led social.

The scope of the campaign reflects Lay’s confidence in the creative, the power of the story, and the importance of demonstrating Lay’s Canadian roots, Allie says.

“We’re proud to tell Canadians that Lay’s are proudly made in Canada, particularly at point of purchase,” Allie says.