Lays Heartwork
Lays Heartwork is an advertising campaign created for the Lays brand during the Covid-19 pandemic. The campaign thanks the people who work behind the scenes within the Lays value chain, including farmers, factory workers, truck drivers, retailers and delivery workers. Bright and optimistic colors are combined with direct messages of gratitude across the pack design. Each pack becomes a tribute to community workers who are rarely thanked in person. The intent is to show that such daily work is not only hard work, it is heartwork.
Lays Heartwork Campaign by PepsiCo Design and Innovation has been identified as a creative example of communication design by the A' Design Awards. Lays Heartwork Campaign was awarded the Silver A' Design Award in Advertising, Marketing and Communication Design in 2021. The A' Advertising, Marketing and Communication Design Award is an international, juried, academic and meritocratic design competition that honors exceptional design of advertisement campaigns, billboards, commercials, print ads, social media campaigns, direct mails, radio spots, email marketing, outdoor advertising and more.
