The perfect potatoes are the foundation of the perfect potato chips. With the introduction of a new, touching TV ad that will debut on the biggest stage in the country—Super Bowl LIX—Lay’s is highlighting the 50+ family-owned potato farms that contribute to the company’s success.

Academy Award-winning director Taika Waititi’s “The Little Farmer” honors the perseverance and hard work of the several multigenerational farming families that proudly produce Lay’s potatoes to this day; some of them are even highlighted at the end of the commercial. One of those farming families, the Pavelski family of Heartland Farms, served as the inspiration for the commercial! As anyone can see in the commercial, Jeremie Pavelski is a fifth-generation farmer and the father of a “little farmer.”

“With ‘The Little Farmer,’ we’re proud to take fans on a heartfelt journey that highlights the passion and dedication behind every Lay’s potato chip. Not only does this commercial celebrate the hard work of the farming families who cultivate the potatoes for Lay’s, but it also reminds us of the profound connection we all share to the food we eat. We cannot think of a better moment to spotlight their contributions than the Super Bowl, the biggest cultural event of the year,” Denise Truelove, SVP & GM, PepsiCo Foods North America, mentioned.

Lay’s supports America’s farmers and is excited to shine a national spotlight on them with their Super Bowl commercial. Through funding from PepsiCo and the PepsiCo Foundation, the brand has committed USD1m to support future farmers and agricultural leaders in partnership with the nonprofit, Farm Foundation. Farm Foundation’s vision is to build a future for farmers, and communities.

“While ‘The Little Farmer’ is a fictional story, it’s inspired by a real-life farming family. Jeremie Pavelski is a fifth-generation farmer who produces Lay’s potatoes out of his Wisconsin farm alongside his family, including his own ‘little farmer’ daughter. The commercial showcases the pride that goes into producing every single potato – not just on Pavelski’s farm, but on the more than 50 family-owned farms that grow potatoes for Lay’s,” Chris Bellinger, Chief Creative Officer PepsiCo Foods U.S., added.

A Big Thank You

America’s favorite potato chip brand wouldn’t exist if it weren’t for the 100+ North American farms that supply potatoes for Lay’s, which is why Lay’s is shining a spotlight on them during Super Bowl LIX.

The multi-year investment will support the next generation of U.S. farmers, ranchers, and agricultural leaders via multiple initiatives to help pave the path for a strong and innovative future for American agriculture. Those initiatives include scholarships – the program will provide scholarships to students pursuing degrees in agriculture at two- and four-year institutions. This funding will support students over three years, helping them complete their education and enter careers in farming; hands-on Business & Financial Training – young farmers will gain critical business development skills through training on farm management, securing financing, sustainability, and marketing. Participants will learn how to complete business plans to secure funding for their farms, with at least 250 individuals accessing these resources; mentorship – participants in the program will be paired with experienced mentors from the agriculture industry, offering guidance, networking opportunities, and career development support; digital toolkit – a Young Farmer Toolkit will be created, providing free access to educational materials, financial planning tools, grants, and regulatory guidance. This resource will be available to all young and beginning farmers and ranchers.

Lay’s Classic is made by taking farm-grown potatoes, washing, slicing, and cooking with oil and salt. This is the key to Lay’s consistently great taste and is in large part thanks to the farmers who have perfected the potato-growing process.

Airing during the third quarter of Super Bowl LIX on Feb. 9, “The Little Farmer” gives viewers a unique window into the journey and the people behind every bag of Lay’s.

With this commercial, Lay’s marks its return to the Super Bowl for the first time since 2022’s “Golden Memories,” the spot that took fans on a journey through life’s moments, with one constant through it all: celebrating each occasion with a bag of Lay’s potato chips.