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Brand Strategy Super Bowl NFL

Lay’s taps NFL great Jerry Rice to tout its return to the Super Bowl


By Webb Wright, NY Reporter

January 11, 2022 | 4 min read

Lay’s has teamed up with NFL legend Jerry Rice to launch “Golden Grounds,” a new campaign which aims to make consumers feel viscerally connected to the stomping grounds of their favorite NFL team.


Lay's teamed up with NFL legend Jerry Rice for "Golden Grounds"

Want a taste of the National Football League? For a new ad campaign, Lay’s extracted soil from NFL stadiums across the United States, and then re-planted the samples in prearranged plots of their potato-growing facilities. Consumers will be able to order their favorite team’s bag and then snack, essentially, on chips that were grown from the same soil of the fields that they watch on TV.

Lay’s partnered with Jerry Rice — a former wide receiver who is widely regarded as being one of the NFL’s all-time greats — to front this new and unique effort. “To thank the fans who stay golden through the good times and the bad times, Lay’s went where no chip has gone before,” Rice says in a promotional spot. “Lay’s took soil from the home grounds of the NFL teams across America, and under the careful watch of their farmers, mixed it into separate parts of an actual potato field, to create chips infused with the grounds and the glory of each NFL team.”

Though the "Golden Grounds" campaign is kicking off before the NFL playoffs have even begun, Lay's will also be running an ad during this year's Super Bowl — it's first appearance during the big game in 17 years.

From January 11 to 25, Lay’s is offering fans a chance to win a free bag of “Golden Grounds” chips. Here’s what to do: follow Lay’s on Twitter (@LAYS), and keep an eye out for tweets mentioning the “Golden Grounds” sweepstakes. Then just leave a comment that shows your love for your favorite team — pictures are encouraged. Don’t forget to use #LaysGoldenGrounds, #Sweepstakes, and the official hashtag of your favorite NFL team so that you can get noticed. Visit for more info.

Ad space for this year’s Super Bowl are already nearly sold out — a far cry from the situation last year, when uncertainty sparked by the pandemic made it possible for many brands to secure last-minute spots.

Here’s a breakdown of the current ad lineup for Super Bowl LVI:

Suiting up: Anheuser-Busch, Avocados from Mexico,, DraftKings, Frito-Lay (Lay’s and Flamin’ Hot Cheetos and Doritos), FTX, General Motors, Google, Irish Spring (under embargo), Meta, NFL, Nissan, Pepsi (halftime sponsor), Pringles, Quickbooks, Rakuten, Squarespace, Toyota, TurboTax, Vroom, WeatherTech.

Sitting out: Hyundai, Kraft Heinz, Mars Wrigley (had participated 12 years in a row), Tide (has had a huge presence in recent years).

Firsts:, FTX, Rakuten. More announcements are on deck.

First time in a while: Lay’s (17 years since last spot), Nissan (had been 6 years)

Other activations of note: Animal Planet is offering a series of NFTs to promote its Puppy Bowl.

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