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Special Project

Special Project
From the 16th Annual Shorty Awards

LAY'S National Potato Day Getaway

Audience Honor in Physical and Digital Convergence


LAY'S, the iconic potato chip brand, aimed to captivate potato enthusiasts and reinforce the fact that LAY'S chips are made from real potatoes. To achieve this, LAY'S embarked on a creative campaign to celebrate National Potato Day in a way that would generate conversation, buzz, and further awareness through both social media and PR channels.

Strategy and Execution

Recognizing the endless benefits and versatility of potatoes, LAY'S sought to remind consumers of the authenticity behind their beloved brand. The team forged a partnership with Kristie Wolfe, the visionary behind the Big Idaho Potato Hotel—a one-of-a-kind getaway nestled in the heart of Idaho. This extraordinary accommodation took the form of a 28-foot long, 11.5-foot-tall steel, plaster, and concrete potato, situated just outside Boise.

LAY'S seized the opportunity to make a splash on social media by offering one lucky potato-loving fan (and a guest) the chance to win a two-night stay at the renowned Big Idaho Potato Hotel. To participate, fans were simply asked to comment on why they wanted to experience this iconic potato destination, igniting a wave of excitement and engagement.


The launch of this captivating campaign on the eve of National Potato Day garnered remarkable results, propelling LAY'S to new heights in social media and beyond. From a social perspective alone, LAY'S generated a staggering 8.2 million organic impressions and elicited 107,000 consumer interactions. Moreover, across 10 paid media placements, the campaign generated an additional 353.7 million impressions, amplifying Lay's message to a broader national audience.

The innovative partnership with the Big Idaho Potato Hotel ignited conversations, drove brand recognition, and solidified LAY'S position as a leader in the food and beverage industry. By tapping into the enthusiasm surrounding National Potato Day and leveraging a culturally relevant destination, LAY'S successfully captured the imagination of potato aficionados worldwide - even being featured by Food & Wine and Daily Meal Online.


Entrant Company / Organization Name

D3 (PepsiCo Foods US In-House Agency), PepsiCo Foods US


Entry Credits