Lay's Super Bowl LX Teaser: Key Findings
Campaign Snapshot
Lay's is heading back to the Super Bowl for the second consecutive year with "Last Harvest," continuing its farm-grown potato storytelling.
Agency Highdive is also returning as creative lead after last year's Taika Waititi-directed spot.
The campaign marks a major moment as the PepsiCo-owned brand promotes its biggest-ever brand refresh, using the Big Game to reinforce agricultural storytelling.
The rebrand includes a redesigned logo with "Lay's Rays" sunburst, ingredient-forward packaging, and formula changes removing artificial additives.
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Internal research revealed 42% of consumers don't realize Lay's chips are made from real, farm-grown potatoes, making the campaign timing strategic.
"There's no better moment than the Super Bowl to continue the Lay's story as we kick off our largest brand refresh in our history," PepsiCo Foods U.S. CMO Hernán Tantardini said in a statement.
"It's a legacy built from the farm up and we're proud to share it on the biggest stage."
Using the same narrative across consecutive Super Bowls builds familiarity, allowing its agricultural heritage to become a recognizable part of how people understand the brand.
The Farm Narrative Continues
The six-second teaser opens with rustling undergrowth and birdsong, as a small hand emerges from potato crops, clutching a potato and announcing, "I got one!"
The warm cinematography mirrors last year's visual treatment, allowing the spot to continue last year's story.
2025's campaign, "The Little Farmer," featured real families, like the Pavelskis of Heartland Farms.
It also backed its message with funding for agricultural education programs, scholarships, and mentorship opportunities.
The continuity signals a longer-term creative investment, using repetition to strengthen brand recognition and support a platform audiences can easily recall.
What’s Inside the Bag Gets Clearer
The "Last Harvest's" timing aligns with Lay's biggest visual overhaul in 99 years, including the "Lay's Rays" sunburst logo and packaging.
The brand has also reformulated products to remove artificial additives and colors, backing creative claims with actual formula changes.
PepsiCo's Frito-Lay North America represents 27% of the company's $91.85 billion revenue, making even small shelf conversion lifts commercially significant.
When rebrands address measurable perception gaps, and Super Bowl spots reinforce the message at scale, the combination creates performance improvements that justify the media investment.
Lay's consecutive farm campaigns offer a few key lessons for brands:
- Align creative with perception gaps: Research what consumers misunderstand about your product, then use campaigns to correct it strategically.
- Budget multi-year platforms at 3x single executions: Recurring characters and locations require additional production investment that pays off through recognition efficiency.
- Test year-two retention before year three: Track unprompted campaign recall; below 30% means the platform isn't building an equity worth continuing.
Brands treating the Super Bowl as annual storytelling chapters can create cumulative brand equity that justifies premium media costs.
Our Take: Does Year Two Prove Long-Term Commitment?
I think Lay's second consecutive farm campaign signals genuine strategic commitment to multi-year storytelling.
Most brands chase different creative angles for Super Bowl advertising, making it harder to build recognizable platforms.
Returning to farms with consistent visual language enables Lay's to help audiences remember year-over-year narratives to drive its brand messaging.
Whether this becomes a five-year platform depends on whether the refresh delivers the sales growth that justifies Big Game spending.
In other news, U.K. sister brand Walkers has dropped the crisp from its 80-year-old logo to align with Lay's global rebrand as part of its new portfolio expansion.
Brands building multi-year storytelling platforms need partners who understand how to create consistency without repetition.
Take a look at the top creative agencies in our directory.
