Lay’s Canada has unveiled a new nationwide campaign that aims to resonate with Canadians’ increasing demand for transparency and local authenticity.

“While we don’t disclose specific media spend figures, this is our biggest Lay’s campaign of the year,” Lisa Allie, senior marketing director at PepsiCo Foods Canada, tells Media in Canada.

Dubbed “Betcha the Farm,” the campaign spotlights the Canadian farm families responsible for producing the potatoes used in Lay’s products, featuring real profiles of Canadian farmers like Chris Perry, a 40-year supplier from Coaldale, Alberta. The campaign’s creative assets include behind-the-scenes content that showcases the farmers’ daily work and experiences.

Media tactics include connected TV, OLV and OOH placements in high-traffic areas during the summer season, and digital and social video content featuring the brand’s long-standing partnerships with Canadian farmers. OMD handles paid media, while Praxis leads social media efforts, Edelman Canada is responsible for PR and Rethink provides creative direction.

The campaign was launched in early July, coinciding with peak Lay’s consumption times like long weekends, barbecues and road trips. The campaign will run until the end of the year.

Allie tells MiC that the campaign uses a balance of effective and proven communication channels for Lay’s, including TV and digital media. The plan is designed to boost brand awareness nationwide while leveraging OOH to deliver region-specific messaging that complements the brand’s broader national presence.

“We are excited to see this robust plan drive widespread awareness about Lay’s Canadian roots, our support of Canadian farmers and our PepsiCo Canada presence in communities from coast to coast,” Allie says.

The campaign evolves the Canadian brand strategy for Lay’s. By showcasing the brand’s Canadian heritage, Lay’s aims to demonstrate its commitment to supporting local agriculture, and foster deeper connections with customers who prioritize community investment.

“Canadians have always championed locally made products, and this year Canadian pride is at an all-time high. With this in mind, we wanted to take the opportunity to highlight and celebrate the Canadian farmers we have been working with for decades,” Allie says, adding that PepsiCo Canada has collaborated with local farmers since 1972, sourcing an average of 800 million potatoes from Canadian farms each year.

The brand will monitor campaign performance across all communication channels in real time and adjust placements and creative. Success will be evaluated through a combination of brand health metrics, consumer sentiment and sales impact.