Lay's potato chips hopes to build on the success of a campaign focused on the farmers who grow its potatoes that has helped to boost sales by adding a local focus to the farmers it showcases; introducing new regional flavors; and launching "Happiness Exhibit" photo gallery on the Web. The multiplatform effort from Juniper Park, Toronto, a unit of Omnicom Group's BBDO Worldwide, uses the tagline "Happiness is simple."

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