PepsiCo-owned Frito-Lay has kicked off the biggest campaign in the brand’s history by introducing Flavor Kitchen in the very heart of the Big Apple—on Time Square. In course of this week-long event that is slated to last from April 11 until April 15, Frito-Lay will let consumers see what’s cooking in its Flavor Kitchen located in the headquarters in Plano, Texas. Padma Lakshmi, an award-winning TV host, cookbook author and just a terrific cook, will join Frito-Lay executive chef Stephen Kalil and Laura Macintosh, host of the brand’s own “Flavor Kitchen” web series to let the consumers in behind-the-scenes area of snack manufacturing and guide them «from seed to shelf».

Flavor kitchen billboard experience will be live-streamed on the billboard as well as on Frito-Lay’s page on Facebook.

This campaign refers to one of the pledges made by the brand in 2011 to produce 50% of products from organic ingredients only. According to bites.today.com, the campaign is also dedicated to the three new chip flavors that are scheduled for launch this week: Tostitos Hint of Jalapeno, SunChips Jalapeno Jack and Tostitos Hint of Pepper Jack.

The first live-streaming starts today 11.00 AM-2.00 PM, EST. In test Flavor Kitchen chef Khalil and his team will showcase the meals that inspired some of the brand’s products and share the recipes of the meals that can be prepared using Frito-Lay snacks.

To promote the partnership between Frito-Lay and Electrolux, Frito-Lay has equipped its Flavor Kitchen with Electrolux appliances. Also, the brands are running a joint promotion: those who visit and ‘like’ the Frito-Lay Facebook page between April 11 and 15 will enter for a chance to win an Electrolux appliance each day. Plus, at the end of the week, one grand prize winner will be awarded with the whole set of Electrolux kitchen appliances.

Aside from the Flavour kitchen outdoor event and the culinary web series, Frito-Lay has integrated Zynga’s FarmVille app into its Facebook fan page, which will help Farmville players earn exclusive virtual goods in the game. More than that, the brand is also putting Quick Reponse (QR)  codes on its print ads to provide smartphone users with access to videos related to recipes, ingredients and all things Frito-Lay.