Taika Waititi Celebrates a Little Farmer's Big Dreams in Lay's Super Bowl 2025 Campaign

Lay’s is returning to the Super Bowl stage with a heartwarming spotlight on the potato farmers behind the brand’s iconic potato chips. Airing during the third quarter of the game, “The Little Farmer” gives viewers a unique window into the journey and the people behind every bag of Lay’s. 

The spot, directed by Academy Award-winning filmmaker Taika Waititi, celebrates the hard work and dedication of the 100+ farms that proudly produce Lay’s potatoes today, over 50 of which are family-owned, with some of those multigenerational farming families even featured at the end of the commercial. The commercial was inspired by one of those farming families: The Pavelski family of Heartland Farms! Jeremie Pavelski is a fifth-generation farmer and a dad of a ‘little farmer’ just like you see in the spot.

Lay’s supports America’s farmers and is shining a national spotlight on them with their Super Bowl commercial. Through funding from PepsiCo and the PepsiCo Foundation, the brand has committed $1 million to support future farmers and agricultural leaders in partnership with the nonprofit Farm Foundation. Farm Foundation’s vision is to build a future for farmers, our communities, and our world.  

The multi-year investment will support the next generation of U.S. farmers, ranchers and agricultural leaders via multiple initiatives to help pave the path for a strong and innovative future for American agriculture. Those initiatives include: 

• Scholarships: The program will provide scholarships to students pursuing degrees in agriculture at two- and four-year institutions. This funding will support students over three years, helping them complete their education and enter careers in farming. 
• Hands-On Business & Financial Training: Young farmers will gain critical business development skills through training on farm management, securing financing, sustainability, and marketing. Participants will learn how to complete business plans to secure funding for their farms, with at least 250 individuals accessing these resources. 
• Mentorship: Participants in the program will be paired with experienced mentors from the agriculture industry, offering guidance, networking opportunities, and career development support.  
• Digital Toolkit: A Young Farmer Toolkit will be created, providing free access to educational materials, financial planning tools, grants, and regulatory guidance. This resource will be available to all young and beginning farmers and ranchers. 

Airing during the third quarter of Super Bowl LIX on Feb. 9, “The Little Farmer” gives viewers a unique window into the journey and the people behind every bag of Lay’s.  

With this commercial, Lay’s marks its return to the Super Bowl for the first time since 2022’s “Golden Memories,” the spot that took fans on a journey through life’s moments, with one constant through it all: celebrating each occasion with a bag of Lay’s potato chips.

Denise Truelove, SVP and GM, PepsiCo Foods North America said, “With ‘The Little Farmer,’ we’re proud to take fans on a heartfelt journey that highlights the passion and dedication behind every Lay’s potato chip,” said Truelove. “Not only does this commercial celebrate the hard work of the farming families who cultivate the potatoes for Lay’s, but it also reminds us of the profound connection we all share to the food we eat. We cannot think of a better moment to spotlight their contributions than the Super Bowl, the biggest cultural event of the year.”

Chris Bellinger, chief creative officer PepsiCo Foods U.S. said, “While ‘The Little Farmer’ is a fictional story, it’s inspired by a real-life farming family. Jeremie Pavelski is a fifth-generation farmer who produces Lay’s potatoes out of his Wisconsin farm alongside his family, including his own ‘little farmer’ daughter. The commercial showcases the pride that goes into producing every single potato – not just on Pavelski’s farm, but on the more than 50 family-owned farms that grow potatoes for Lay’s.”