The Real Flavor of Loyalty: Lay’s Super Bowl Win
We all love listening to stories. Stories capture our attention and spark emotions in a way few other things can. That’s exactly why brands use storytelling in their advertising: when a message feels authentic and heartfelt, it stays with us. Kids bring innocence, honesty, and a pure perspective that makes any story feel more real, trustworthy, and memorable.
This matters even more when it comes to the Super Bowl, where ads require enormous investment for just a few seconds of visibility. Many brands rely on humor, celebrities, or vague messages to capture attention. But the most impactful campaigns use those precious seconds to build deeper connections, going beyond awareness to strengthen loyalty and brand equity.
Lay’s “The Little Farmer” is a perfect example. Instead of chasing laughs or star power, it told a simple, emotional story through the eyes of a child. The story was so powerful and impactful that the ad earned a 5.9-star rating from System1, the highest brand-building score of any 2025 Super Bowl commercial. It wasn’t just entertaining, it was effective in creating long-term equity and reshaping how audiences see the brand. Before seeing it, I thought of Lay’s as just another potato chip brand. After watching, my perception changed completely. I now see a brand that cares: cares about its customers by creating joyful moments with real potatoes, and cares about farmers by committing $1 million in scholarships, training, and tools for young farmers through the Farm Foundation. This commitment reinforces the message of the ad and proves Lay’s isn’t just saying it cares, it’s showing it.
The story begins with a little girl on a farm who finds a fallen potato, plants it, and takes care of it throughout the season. She builds a scarecrow, covers it with an umbrella when it rains, and even camps out at night to protect it. Finally, she harvests it, loads it onto the truck, and celebrates with her family over chips. The background music makes the audience feel cozy and nostalgic, pulling us into the story and reinforcing Lay’s slogan: “What joy tastes like.”
Lay’s nailed it with this ad because it used the Super Bowl stage wisely. The brand doesn’t need awareness, it already has near-global recognition. Instead, it leveraged the moment to strengthen relationships with loyal customers and to show non-loyal consumers, like me, what Lay’s values are. The investment was wisely used, creating meaningful associations with farming, family, care, and community. More than that, the little girl’s devotion to her potato reinforced Lay’s perceived quality—chips made from real, natural ingredients with care. And finally, the joyful family moment at the end deepened brand loyalty as emotional resonance helps strengthening consumer connection, making Lay’s not just a snack but part of family moments.
Brand associations, perceived quality, and brand loyalty are the cornerstones of building brand equity. Lay’s “The Little Farmer” proves how powerful authentic storytelling can be in making a brand not just visible, but unforgettable.
