Roy Tuscany From Reno, NV Selected By Lay’s® To Star On New Potato Chip Bags In Stores Nationwide That Celebrate His Efforts To Spread Joy
Lay’s Transforms Millions of Potato Chip Bags to Benefit Operation Smile, Featuring the Real Smiles of 30 “Ordinary” People Doing Extraordinary Things in their Communities
While shoppers’ smiles are currently hidden behind their masks, they’ll soon spot plenty of friendly faces in the snack aisle thanks to Lay’s – including a smile that might look familiar locally: Roy Tuscany from Reno, Nevada.
During a time when joy is needed more than ever, Lay’s is converting millions of potato chip bags to feature the real smiles of 30 “ordinary” people doing extraordinary things in their communities.
The Lay’s Smiles packaging and brand’s digital media channels will spotlight the unique stories of these 30 “Everyday Smilers” whose impact includes helping the homeless, veterans, youth, elderly and more – in hopes that their inspiring work will bring smiles to the faces of people across the country.
For the third year in a row, the Smile with Lay’s campaign directly benefits Operation Smile, an international medical charity that provides access to safe surgical care to those who have cleft conditions. Every purchase of a Lay’s specially marked bag supports the brand’s donation of up to $1 million to Operation Smile.
Since experiencing his own life-changing fall, Roy has been working through his organization, High Fives, to keep the adventurous spirit alive for hundreds of athletes recovering from their own injuries.
My mother always told me as a kid, to SMILE, cause it makes people wonder what you are up to. My mother passed away in 2014 so this landmark accomplishment of having a smile on a bag of chips in 2020 is truly a salute to her and the work we do at High Fives Foundation. Thanks for recognizing this, Lay’s!says Roy Tuscany, High Fives Founder and CEO
And another reason to smile?
The return of three fan-favorite limited-time-only Lay’s potato chip flavors: Lay’s Fried Pickles with Ranch, Lay’s Hot Sauce (in partnership with Frank’s RedHot), and Lay’s Kettle Cooked Beer Cheese.
While this is the third year for the Lay’s Smiles bags in-store, savvy potato chip fans may notice they look a little different than previous versions. The more than 70 different bag designs were created using CGI technology after COVID-19 concerns required canceling the in-person production that would have brought all the “Everyday Smilers” to Dallas for a VIP photo and video shoot experience.
To quickly pivot, each “Everyday Smiler” was instead sent detailed instructions to capture self-portraits using their phones – and the resulting amateur photos were professionally enhanced for transferring on to the Lay’s bags.
Speak with Roy Tuscany, founder of the High Fives Foundation for a firsthand perspective on the unique experience of being a 2020 Lay’s Smiler and what he is doing to spread joy across America.
Visit www.Lays.com to learn more, or download all assets here.
