I wish I had been in the room when a marketing guru pitched the idea of digging up dirt from NFL stadiums, mixing it up in fields in Texas, and growing potatoes to make limited-edition bags of team-specific Lay’s potato chips. Because it’s kind of shiny.
Lay’s Golden Grounds tokens go through the normal process of growing and making tokens, with the added trick of knowing that the potatoes in the sack have touched the ground your favorite players have likely encountered. Can you taste the cleats and sweat? Unlikely. These chips are more about mystique than the terroir of NFL stadiums.
Lay’s announced the tokens earlier this week, saying limited-edition bags representing 29 teams will be available to fans via a Twitter giveaway. It requires fans to create tweets using a series of hashtags. Full rules are available on the Lay’s Golden Grounds page.
But wait, you say, there are 32 teams in the NFL, so why only 29 different chips? Sorry, Browns, Bengals and Broncos fans: no dirt on you. I don’t know why, but I contacted Frito-Lay to ask.
A making-of video shows some details of the creation process. You’ll be happy to hear that rival teams’ dirt was kept separate in the potato field. This means that Chicago Bears Soldier Field chips will not be smeared by Green Bay Packers Lambeau Field soil.
Frito-Lay brought in football legend Jerry Rice as a spokesperson for the chips. He described the San Francisco 49ers snacks as “three Super Bowl wins, 22,895 yards, 1,549 receptions, 208 touchdowns and 13 Pro Bowls”.
I’m guessing Chicago Bears fries would taste like the faded choruses of the Super Bowl Shuffle and the ghosts of Mike Ditka’s hot Polish sausages. Delicious.