PepsiCo brand Lay’s has started a new campaign, releasing “specially designed bags featuring smiles to create a ripple effect of smiles across the USA in support of a life-changing cause,” according to the company.

For every purchase of Lay’s specially designed bags, a donation will be made to Operation Smile, an international children’s medical charity dedicated to improving the health and lives of children and young adults worldwide who suffer from cleft conditions by providing access to safe surgical care.

With support from singer Jordin Sparks and the launch of a three-day pop-up Lay’s Smiles Experience in New York City, Lay’s is giving fans the opportunity to see the power of sharing a smile.

Sarah Guzman, senior director of marketing, Lay’s, says: “As a brand that has been celebrating joy for more than 75 years, our ‘Smile with Lay’s’ campaign features a partnership with Operation Smile so that each time someone gets a Lay’s Smile bag, they also help to give a smile to a child in need.”

A recent Lay’s survey found that Americans believe that smiling makes a positive difference not only in their lives, but also in the lives of others.

Fans can find the special edition Lay’s on store shelves in American retail locations starting February 12 through April 7.