Lay’s wanted to inform consumers about the efforts of Lay’s potato farmers to grow their products as sustainably as possible.

Recognizing that many sustainability stories can be a bit of a snooze, we introduced Crispy. Inspired by the ever-popular Tamagotchi from the ’90s, consumers could grow their own potato using the Lay’s Crispy app. They had to water, care for, and eventually harvest their potato once it was big enough. Of course, this entire process was done the Lay’s way, making learning about sustainable potato farming fun and engaging.

As a reward and prize, every Crispy grower received their own Crispy potato turned into a bag of chips—delivered straight to their home. To soften the blow, we added a small “No hard feelings” card, because getting peeled, sliced, and cooked is no easy journey.