LAY'S®, ROOTED IN REAL:
A call for portrait and documentary photographers
Help us tell the authentic, human stories of our family farmers and their passion for farming the best quality potatoes behind every bag of Lay’s.
OUR MISSION
Across Europe, Lay’s works with family farmers who have been growing potatoes with care, pride and dedication for generations. They are the people behind the quality of our product, and the heart of our story. So, we’re looking to place our real family farmers and their love for quality potatoes at the heart of our brand. We want to tell their stories of commitment, passion and love for great soil and potatoes against a backdrop of family life on the farm. Our message “From our family to yours” is key to everything we want to convey.
THE BRIEF
Style and tone:
With Rooted in Real, we’re inviting photographers to capture that world authentically. We’re looking for photos that feel human, natural and unforced. Images with warmth, character and truth. The kind of photography that notices small details, quiet emotions and everyday beauty. Lay’s is looking for photographers to help tell the stories behind our potatoes, not through advertising tropes, but through real people, real farms and real moments.
Our visual direction:
- Real, raw and authentic
- In the moment joy and connection
- Warmth and humans at the heart of everything we do
THE SUBJECT
Our focus must be on our farmers, the potatoes and life on the farm. What it takes to produce the best quality potatoes should come through the storytelling. We want the photos to almost be told by the farmers themselves. So, leaning into the real, raw and not perfect is the desired outcome.
DELIVERABLES
If successful, you will be commissioned to go to one family farm in one of either: Spain, UK, Poland, Turkey or Netherlands and spend up to 2 days with a family on their farm. The location will be decided by PepsiCo at its own discretion, photographers will not be able to choose.
We would require a set of portraits and documentary style photos of all aspects of farming potatoes and the human process behind the harvest. We would like to show the dedication and commitment to bringing in the crop of quality potatoes and the long days which goes into farming potatoes.
But we won’t stop at potatoes: We will require the photographer to capture the true human side of our family farmers. Family life and the connections between the family is key too. Everyday moments like breakfast, homework, getting ready for school, teatime and moments when the family come together to spend with each other.
Eligibility and locations:
5 countries = Up to 5 photographers, one per each location.
We will send up to 5 photographers to different farms in Spain, Poland, UK, Turkey and Netherlands.
(note: you do not need to be based there but you must be able and willing to travel)
Experience level:
Open to both emerging and professional photographers.
THE OPPORTUNITY
Compensation:
€20,000 commission fee will be awarded to each photographer/each farm location. This would be inclusive of all European usage based on 2 years.
Where your photos be featured:
We will use the photos in communications across Europe to tell our consumers the stories of our farmer families. You work will be on exposed to millions of consumers across Europe.
Support:
We will provide logistical and production support in each country to help the successful photographer at every step of the experience.
ONE LAST NOTE
This open call is for photographers whose style feels raw, documentary and people-first. Not overly polished. Not staged for the sake of it. Just real stories, told with sensitivity and a warm point of view. Because the story of Lay’s does not start with the pack. It starts with the potato, and the families who grow it.
HOW TO APPLY
We will require each photographer to read the terms and conditions included in this brief and then to submit the following:
- Personal details
- A short statement of intent – Why were you drawn to this and how you’d like to approach photographing our farming families
- Website or link to portfolio
- A PDF of up to 10 selected photos
- Which language fluencies they have
- Are you able to travel or not and location preference
TIMELINE & NEXT STEPS
Open and close dates:
Open: 9th May (after formal presentation at the Raw Photo Festival)
Close: 13th May
Selection and notifications: 29th May
When will you need to be available for shoot:
Shoots to happen in first two weeks of June – when the potatoes need harvesting. However, dates may vary depending on harvest conditions and/or at PepsiCo’s discretion.
