Advertising Age Article Abstract
Lay's Aims to Improve Its Chips' Image
Campaign Fights Claims That Product Is Overprocessed, Emphasizes Freshness
CHICAGO (AdAge.com) -- This news just in: Lay's potato chips are made from potatoes. To combat the perception of the snack as overprocessed, the ubiquitous chip is mounting a multimillion-dollar campaign from agency Juniper Park, Toronto, that underscores the fact that the product is made from just three ingredients: potatoes, sunflower oil and salt. The tagline: "Happiness is simple." ...