Lay’s returns to the Super Bowl with a Canadian twist

Lay’s is returning to the Super Bowl after a two-year hiatus in a bid to acquaint more Americans with its All Dressed chip flavor, already a fan-favorite in Canada. The spot will come from Highdive, though Lay's did not provide the length of the ad or the quarter it will air. Lay’s All Dressed chips, which hit U.S. stores on Jan. 12, are seasoned with sour cream and onion, ketchup, salt and vinegar and barbecue. The American debut comes after Kellanova began selling All Dressed Pringles in the U.S. last year. Pringles also plans to run a Super Bowl ad, although it has not revealed details. More news: DoorDash returns to Super Bowl after buzzy 2024 ad Super Bowl commercials Tracking the latest brand and agency plans Click here Lay’s last appeared in the Super Bowl in 2022 with an ad from Highdive that starred Paul Rudd and Seth Rogen remembering old times over a bag of chips before Rogen gets married. American fans of Lay’s have been asking for the all-dressed flavor for several years, according to the brand, which is part of PepsiCo’s Frito-Lay division. Frito-Lay rolled out the flavor for its Ruffles brand for a limited time in 2016, 2021 and 2024; in 2023 it sold kettle-cooked All-Dressed Ruffles. Recent news: PepsiCo’s Canada CMO on Gen Z chip brand launch The exact origin of the all dressed flavor is unknown. The Quebec snack company Yum Yum claims to have invented the recipe in 1978, according to Thrillist. The flavor is also made by the Maine snack company Humpty Dumpty. Lay’s is the third PepsiCo brand to confirm a Super Bowl 2025 ad, following Mtn Dew and Doritos, which has revived its Crash the Super Bowl user-generated ad contest.

Lay’s returns to the Super Bowl with a Canadian twist

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