Lay's 'Golden Grounds' Chips Combine Smart Packaging, Potatoes Grown in Soil From NFL Stadiums
There's that cliche that sports fans "eat, sleep and breathe" their team. Lay's has made it possible for fans to take that first part literally with its new, special edition chips made using potatoes grown in soil from NFL stadiums.
Loyal to the soil ‼️
These Lay's Classic chips were made from potatoes grown in a field mixed with soil from @LevisStadium for the most loyal Faithful.
— San Francisco 49ers (@49ers) January 12, 2022
NFL fans can win a limited edition bag of Lay's Golden Grounds chips by entering to win on social media using team-specific hashtags. Each edition of the chips also comes in its own special packaging, reflective of the team's soil used for the chips.
"To celebrate football fans who stayed golden through all their team's ups and downs, we made chips that bring a taste of football glory directly to them," Lay's said in a promotional video.
Each bag of soil was sent to a potato field in Texas, and Lay's pretty much followed the usual order of operations from there.
Do they taste different with soil from Lumen Field present in the growing process? Maybe. Maybe only Seahawks fans will taste a difference having been there.
What this promotion really does well is integrate social media, timely NFL mania and some quality packaging for an otherwise ordinary product. Yes, there's that one special ingredient, but Lay's didn't need to jump through too many hoops to make the product. It's all in the marketing.
Especially as we get closer to the Super Bowl, football fans want ways to show their fandom in tangible ways. What's a better game day snack for a Kansas City Chiefs fan than Lay's chips made with soil from Arrowhead Stadium? And all of us whose teams have already been knocked out of Super Bowl contention can eat our feelings and say that "next year is the year, this was just a transition season," as we enjoy potato chips that taste just a little bit like Lincoln Financial Field.
Mmm. You can taste the disappointment.