PepsiCo’s Frito Lay has launched a nationwide marketing campaign celebrating the communities that produce its line of potato chips.

The is the second phase of the brand’s repositioning strategy that started earlier this year. The ‘Lay’s Local’ marketing campaign puts a spotlight on potato farmers from California, Florida, Maine, Michigan and Texas that grow potatoes used in Lay’s potato chips as the faces for the brand.

The advert will appear in :30 national and regional television spots and launches on 18 May.

In addition, the campaign will be supported by a marketing effort including national print advertising, on-pack messaging and 40,000 in-store displays customised for each state to celebrate local connections and contributions.

The brand also will participate in around 50 local-market events throughout the country ranging from the Maine Potato Blossom Festival to the Hall of Fame Parade in Canton, to the Utah Pioneer Days.

“While Lay’s Potato Chips have been one of the most popular snacks since they were introduced, what people might not realize is how many communities across the country play a role in the creation of America’s favorite potato chip,” said Dave Skena, vice president of potato chip marketing, Frito-Lay North America. “The truth is we are closer to home than people might expect and we felt it was only fitting to put the spotlight on these people and communities and celebrate the contributions they’ve made to the Lay’s brand.”

Around 80 farms from 27 states across the country grow the potatoes that become Lay’s potato chips using more than two billion pounds of potatoes from the farmers.