This fall, folks will be tearing into Roy Tuscany of Reno. And he wants them to. Again and again.
Tuscany, founder of the High Fives Foundation that assists critically injured athletes, veterans and first responders, is one of 30 people chosen nationwide to have their smiles appear on Lay's potato chip bags because they are "actively spreading joy" in their communities, Lay's said.
These Everyday Smilers, as the brand calls them, were selected earlier this year from thousands of nominations. Sales of the special bags, up to $1 million, benefit Operation Smile, which provides surgical repair to children born with cleft conditions.
The grinning chips, part of the Smile with Lay's campaign, launched Sept. 14 at stores with nearly two dozen flavors ranging from fried pickles with ranch to cheddar jalapeño to kettle cooked flamin' hot, where Tuscany's mug (well, half mug) appears.
"I feel I got the coolest one," he said. "I'm flamin' hot. Who doesn't want to say that?"
From selfie to bag
Besides distinctive flavors, the potato chip bags sport a distinctive look that blends photography with CGI. Tuscany and his fellow smilers were scheduled to travel to Dallas this past spring for campaign photo and video shoots, but those were canceled because of the coronavirus pandemic.
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Instead, Lay's provided smilers with smartphones and other tools to take selfies they sent to the brand for production.
Lay's "took the extra time to mix and match all the inspirational stories and fun expressions across a number of different Lay’s flavors in order to spread as many smiles as possible," said Katie Ceclan, senior director of marketing for Frito-Lay North America.
Helping people across the country
Tuscany founded the High Fives Foundation, based in Truckee, in 2009 following his own life-altering injury. To date, among other achievements, the foundation has provided more than $4.4 million in grant funding to more than 330 people in 38 states and Canada, the founder said.
Now that Lay's has recognized his community efforts, Tuscany said his favorite potato chip flavor is the kettle cooked flamin' hot showcasing his smile. Before that, it was another Lay's flavor.
"Those big bags of barbecue chips dumped in a bowl at a picnic," he said. "I don’t know if anything is more American and satisfying than a big handful of barbecue chips out of a bowl at a picnic with family and friends."
Veronica Peterson of Reno also was chosen as a Lay's smiler for her work with The Remarkable Golden, an organization that encourages folks to think positively about themselves.
Peterson, her husband and their Golden Retriever, Judge, who was born with an unusual birthmark on his face, travel the country in their 32-foot motor home sharing this mesage. Peterson, a former attorney, smiles from the Lay's sour cream and onion bag.
The Reno Gazette Journal was unable to speak with Peterson by deadline but later caught up with her.
"I am honored to be selected as one of the 2020 Lay's Smilers for spreading smiles with The Remarkable Golden . . . ," Peterson said. "Judge is also a certified therapy dog and loves to bring his message of empowerment and positivity to the younger generation."
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Johnathan L. Wright is the food and drink editor of RGJ Media, part of the USA Today Network. Join @RGJTaste on Twitter, Facebook and Instagram.
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Reno man and woman appear on Lay's potato chips bags nationwide to recognize the joy they spread - Reno Gazette Journal
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