Walk down the snack aisle of your local grocery store and you may soon catch a local woman’s toothy grin smiling back at you from the chip section.
Kathy Magee, the co-founder and president of Virginia Beach-based Operation Smile, is one of a few dozen people who will be featured by Lay’s in a monthslong national advertising campaign.
The Smile with Lay’s campaign will benefit Operation Smile, a nonprofit that provides surgeries for people with cleft lips or palates. Up to $1 million in proceeds could go to the organization, according to Lay’s.
While the campaign is in its third year, this is the first time Magee has been featured on the bags.
Starting this week and running through December, customers will find the chip bags that feature the smiles of Magee and 29 others across the country.
Three limited-time flavors will also make a comeback during the campaign: fried pickles with ranch, Lay’s hot sauce and kettle cooked beer cheese.
Due to the pandemic, the smiles on the bags will look a little different this year. In-person photo shoots had to be canceled, so designers had to turn to computer-generated imagery technology, known as CGI, according to the company’s website.
The smile models took self-portraits on their phones and the company then professionally enhanced them for the bags.
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