Lay’s, David&Goliath look for some joygivers

(Lays, David&Goliath help Feeding America)

Lay’s is on a mission to find and celebrate people who are creating much-needed joy in their local communities – donating $50 to Feeding America for every social post using the hashtag to honor these #JoyGivers, with a contribution up to $1 million by July 12. (That adds up to 20,000 #JoyGivers across America!)

To spread the word, Lay’s has debuted a new national ad campaign from David&Goliath today, Friday, May 15, explaining the program:

The spot begins with a joyous montage of people bringing happiness (in small and big ways) to one another during social distancing. The voiceover then says, “We all know someone who brings us joy when we need it most. Through smiles. Laughter. And the totally unexpected. At Lay’s, we call them JoyGivers. And we’re here to celebrate them. So help us find the JoyGivers in your community. They’re everywhere. And they’re everything that we need right now. Share their stories using #JoyGivers. For every post, Lay’s will donate $50 to Feeding America. Up to $1 million.” Watch the inspiring spots below:

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“Lay’s has always been proud of our role in offering a bright, joyful moment in someone’s day – but in the current landscape, we know that our greatest opportunity to create joy lies in magnifying the light of those who are making the world a brighter place, which is the heart of the #JoyGivers campaign,” Sadira Furlow Vice President of Marketing, Frito-Lay North America, told Reel 360.

The effort debuted during the Good Morning America broadcast on Friday morning and will air during next week’s finale of The Voice on NBC, which Lay’s has been partnering with all season for a fan sweepstakes and three limited-edition flavors: Crispy Taco, Wavy Fried Green Tomato, and Hot Sauce.


CLIENT: Frito-Lay

AGENCY: David&Goliath

  • Founder & Creative Chairman: David Angelo
  • President: Yumi Prentice
  • Chief Strategy Officer: Laura Forman
  • Executive Creative Director: Ben Purcell
  • Group Creative Director: Courtney Pulver
  • Group Creative Director: Robert Casillas
  • Associate Creative Director: Jason Miller
  • Associate Creative Director: Rory Odani
  • Managing Director, Broadcast Production: Paul Albanese
  • Senior Broadcast Producer: Danielle Watchman
  • Managing Director, Integrated Production & Technology: Peter Bassett
  • Executive Producer: Noah Luger
  • Digital Designer: Meagan Steinkamp
  • Executive Art Producer: Cara Nieto
  • Director of Business Affairs: Natasha Royzina
  • Associate Business Affairs Manager: Amy Santana
  • Associate Head of Strategy: Kristen Knape
  • Comms Planning Director: Jeff Cannata
  • Junior Comms Planner: Hailey Kim
  • Managing Director: Chris Einhauser
  • Account Director: Lisa Wong
  • Account Supervisor: Jenavieve Cazares

EDIT: Spinach

  • Managing Director / Editor: Adam Bright
  • Executive Producer: Jonathan Carpio
  • Producer: Patricia Gushikuma

SOUND: Margarita Mix

Audio Engineer: Nathan Dubin


  • Executive Producer (VFX): Patrick Nugent
  • Producer (VFX): Maura Murphy
  • Lead Flame Artist: Jesse Monsour
  • Colorist: Daniel De Vue
  • Executive Producer (Color): Thatcher Peterson
  • Producer (Color): Jenny Bright


  • Head of Music and Entertainment: Emma Quigley
  • VP of Music and Entertainment: Mike Monahan
  • Music and Entertainment: Andrielle Beamon

SOURCE: Pepsico