Frito-Lay Aims to Improve Its Chips' Image

This news just in: Lay's potato chips are made from potatoes.

To combat the perception of the snack as overprocessed, the ubiquitous chip is mounting a multimillion-dollar campaign from agency Juniper Park, Toronto, that underscores the fact that the product is made from just three ingredients: potatoes, sunflower oil and salt. The tagline: "Happiness is simple."

Gannon Jones, VP-marketing, Frito-Lay North America, said that while he isn't trying to elevate the iconic brand to a health-and-wellness platform, he is trying to give a "kiss of permission"to eat Lay's potato chips at a time when consumers have become increasingly concerned about their calorie and fat intake. This campaign also dials down the brand's more indulgent messaging of old, such as "Bet you can't eat just one."

"We're not trying to suggest that this is a hard-core health product at all,"Mr. Jones said. "The line we're trying to walk with this campaign is to remind [consumers] about everything they love about the brand while addressing some of the misperceptions."The misperceptions, of course, being that Lay's are overprocessed and unhealthy.

The new campaign, which includes print, online and national TV, breaks Jan. 18 and will result in a double-digit spending increase for Lay's this year.