Lay’s has kick started the “Smiles” campaign which is set to include a variety of flavors from the Traditional, Wavy, Lightly Salted, Poppables, and Kettle Cooked lineups.

In this latest push, the brand aims to bring the inspiring stories of 31 individuals to all Lay’s fans in the U.S. These will be shared on participating Lay’s potato chips packs, which will also feature the faces of the “Everyday Smilers” who are making an impact in their local communities and beyond.

The program, which benefits from the participation of international medical charity, Operation Smile, with a donation of up to USD1m in proceeds, is being backed up by actor and singer Derek Hough.

Last year, Lay’s debuted similar “Smiles” packaging in conjunction with Operation Smile, which surpassed expectations with customer feedback and social engagement and thus prompted the campaign’s return in 2019 – this year with the addition of real people on the selfie-inspiring bags.

“The simple act of everyday smilers sharing their stories can have a big impact on our work to help children around the world,” said Kristie Magee Porcaro, senior vice president of global philanthropy for Operation Smile. “We are grateful that Lay’s has launched its ‘Smiles’ campaign for a second year, recognizing the power that a single storyteller has to inspire others and help change the world,” Porcaro further explained.

Fans can learn more about the 31 Everyday Smilers featured on the Lay’s Smiles bags through a mobile video campaign with NowThis.