This spring, Lay’s potato chips is lending a new media twist to its long-running ‘Farmers’ campaign.

With media by OMD and BBDO on the creative, the updated campaign includes a new online feature at Lays.ca that allows people to look up the farm from which each bag of chips was made, OOH ads in Toronto, in-store displays and a soon-to-launch ambient campaign by Pattison running on two escalators in Toronto (Cumberland Terrace, Yorkdale Shopping Centre) and one in Montreal (Eaton Centre), Claudia Calderon, senior marketing manager, Lay’s tells MiC.

“At the bottom of the escalator you see a potato plant and coming up the hand rails there are potatoes as you would see them growing up the handrails,” she describes.

It also includes English and French TV commercials in Quebec, Ontario and Western Canada running during a mix of contemporary and specialty shows like Dancing with the Stars, Law & Order and the NHL playoffs.

The goal behind the campaign is to reach consumers via multiple touchpoints throughout the day while always giving more of the story behind the ‘Lay’s Farmer,’ such as Ontario’s Murphy family, says Calderon.

“The beauty of the campaign is that you see the farmers across all the platforms,’ Calderon says.

The campaign is set to run through the summer, ending in August.