Lay’s Puts an End to Naked Sandwiches

February 21, 2006

Partnership with Sara Lee Bread and New Advertising bring Lay’s Potato Chips and Sandwiches Together

PLANO, Texas – What makes a “good” sandwich “great,” Lay’s® Potato Chips. Frito-Lay today announced a new marketing effort that brings together America’s favorite potato chip with one of America’s favorite meals, the sandwich. The perfect Lay’s and sandwich combination will be touted through new television advertising, in-store point-of-sale and a partnership with Sara Lee Food & Beverage, one of the leaders in the fresh bread category. Launching this month, Lay’s and sandwich marketing efforts will continue throughout the year.

“While sandwiches are the number one consumed entrée at lunch and dinner in this country, more than 35 billion ‘naked’ sandwiches are eaten a year without potato chips,” said Lora DeVuono, group vice president, brand marketing and advertising, Frito-Lay North America. “Our taste research shows that no matter how good a sandwich is, it can be made better by adding the flavor and crunch of Lay’s Potato Chips.”

Lay’s is bringing consumers two of America’s favorites together through a partnership with Sara Lee. For a limited time, consumers will receive a coupon for a free loaf of Sara Lee bread with the purchase of two bags of Lay’s Potato Chips. The partnership will be featured in more than 15,000 in-store displays nationally beginning this week.

The perfect combination of Lay’s Potato Chips and sandwiches is also being featured in a new Lay’s television advertising campaign. The three new ads, created by BBDO, romanticize the relationship between Lay’s and sandwiches and carry the “Lay’s Get Your Smile On” tagline.

“Soul Mates” features Isaac Hayes who takes a “soulful look” at the relationship between a juicy roast beef sandwich and Lay’s Classic potato chips. “I Think I’m in Love” features what appears to be a reserved woman who ends up shedding her glasses and letting her hair down to savor the irresistible combination of Baked! Lay’s and a delicious turkey sandwich. The third spot in the campaign, “Country Girl” shares a down home recipe for making a tasty Virginia ham sandwich – a “country sandwich” – by topping it with crispy Lay’s KC Masterpiece Barbecue potato chips.

Sara Lee is the country’s best-selling fresh packaged bakery brand, offering breads, buns and rolls, bagels and English muffins. Sara Lee Soft & Smooth Made with Whole Grain White Bread is America’s best-selling loaf of bread (stock-keeping unit).

Frito-Lay North America is the $10 billion convenient foods division of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.