Unboxing

Lay’s & Football…
Golden

Close-up shot of a influencer unboxing experience for Lays Golden Grounds. Close-up shot of a influencer unboxing experience for Lays Golden Grounds.
Grown in Glory of teams we adore.

Lays took soil from NFL stadiums across the country and mixed it with the soil on their potato farms to make limited-edition bags of team centric Lay’s potato chips.

Partnering with the creative team and marketing we delivered custom-built Influencer media kits and Consumer kits for sweepstakes winners.
Collage of limited edition NFL themed packaging for Lays Golden Grounds.
29 beloved NFL teams
Photograph of a consumer sweepstake prize for Lays Golden Ground next to a limited edition pack themed around an NFL team.
The consumer kit box housed the one of a kind bag of chips
Photograph of a consumer sweepstake prize box for Lays Golden Ground, opening up to reveal limited edition packaging themed around an NFL team inside.
Opening the box delivers a message of congratulations and uniqueness of the pack
Close-up shot of a consumer sweepstake prize box for Lays Golden Ground, opening up to reveal limited edition packaging themed around an NFL team inside.
Specialty bag is inset into the “field”
Render of five different bags of Lays with limited edition packaging themed around an NFL team, next to the consumer sweepstake prize box.
Close-up shot of a influencer unboxing experience for Lays Golden Ground.
Media kits were made for each of the 29 teams involved in the campaign
Animated GIF of a influencer unboxing experience for Lays Golden Ground, opening up to reveal limited edition packaging themed around an NFL team inside.
Collage of photographs from the production process for an influencer unboxing experience themed around fifferent NFL teams for Lays Golden Grounds. Collage of photographs from the porduction process for an influencer unboxing experience themed around fifferent NFL teams for Lays Golden Grounds.
Collage of close-up shot of an influencer unboxing experience for Lays Golden Grounds.
Team plaques, hand laced, AstroTurf flooring with gold foil accents
Close-up shot of an NFL team logo as part of an influencer unboxing experience for Lays Golden Ground.
Printed acetate team discs, with foil impressions.
Close-up shot of a influencer unboxing experience for Lays Golden Ground, opening up to reveal limited edition packaging themed around an NFL team inside.
Collage of social media posts reacting to the Lays Golden Grounds n influencer unboxing experience and consumer sweepstake.
The custom kits and cartons helped drive excitement on social networks

The limited-edition campaign is Lays way of celebrating fans who stand by their teams through victory, defeat, and everything in between.

Render a consumer sweepstake prize box and an influencer unboxing experience for Lays Golden Grounds, both opening up to reveal different bags of Lays with limited edition packaging themed around an NFL team.
Joy Glee Bodewell 2.0