Lay’s brand is once again giving people the chance at $1 million by bringing back the iconic “Do Us a Flavor” contest and asking fans for their flavor ideas and the story or inspiration behind them — all in a flavor-packed pitch. Helping Lay’s celebrate the personalities behind the flavors is TV personality and multiplatinum recording artist Nick Lachey, known for his flavorful personality and love of local flavors and cuisines with his restaurant and bar in Cincinnati.
In its fourth year, the latest installment of the contest - “The Pitch” - asks fans nationwide to simply “pitch” their best Lay’s potato chip flavor ideas and the inspiration behind it through a photo, video and/or written description to bring the idea to life. Three mouth-watering finalist flavors will then be fully developed and brought to store shelves nationwide for America’s vote, ultimately deciding which lucky flavor fan will take home the $1 million grand prize.
“Our fans live flavorful lives, full of delicious tastes and rich personal experiences, which have translated to interesting and innovative chip flavor ideas throughout the years,” said Jeannie Cho, vice president of marketing, Frito-Lay. “These incredible flavor ideas were created by everyday fans, each with their own flavorful story. This year, we’re asking fans to pitch us their $1 million dollar flavor idea because we also want to see the flavor behind the flavor - we want to celebrate the people, passion and inspiration stories behind the flavor ideas that make it delicious.”
To kick off this year’s contest, the Lay’s brand teamed up with Lachey and his brother Drew Lachey for a one-night-only event in New York City that involved some friendly sibling competition. To inspire submissions, the talented Lachey brothers held a “pitch-off” – bringing flavors to life on stage through song and dance.
Now through March 19, fans can submit their flavor suggestions on www.Lays.com. To submit, fans will be asked to “pitch” their flavor idea through a video, photo and/or a written inspiration. Submissions will also include the flavor name, up to three ingredients and optional bag customization. Similar to past years of “Do Us a Flavor,” a judging panel made up of chefs, foodies and flavor experts will narrow down the semifinalists to three finalist flavors that will be fully developed by Frito-Lay’s culinary experts and brought to market this summer. Once the finalist flavors are announced, it will be up to fans to vote and decide which flavor is worth $1 million. The winning flavor — as determined by fan votes — will be revealed in the fall. Semi-finalists will receive $10,000, and the two runner-up finalists will each win $50,000 in prize money. The grand prize winner will take home $1 million — to help make their life even more flavorful.
For more information and official contest rules, please visit www.Lays.com.