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Advertising Age Article Abstract

Lay's Aims to Improve Its Chips' Image

Campaign Fights Claims That Product Is Overprocessed, Emphasizes Freshness

By: Emily Bryson York
Published: January 08, 2009

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." ...

Full Article Word count: 714

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