Lay’s, a brand of PepsiCo‘s Frito-Lay division, announced that it is using all natural ingredients to craft its Lay’s Kettle Cooked potato chips. To mark the roll out of these potato chips, four different carvers officially began crafting a Lay’s Kettle Cooked billboard made entirely from wood at the corner of Van Ness and Mission streets, the busiest intersection in San Francisco, Calif.

courtesy: Lay’s Facebook

Lay’s Kettle Cooked is also launching three new flavors inspired by tastes from coast-to-coast including regional flavors Harvest Ranch in the East and Crinkle Cut Spice Rubbed BBQ in the West. Plus, chip lovers nationwide can enjoy a new snacking experience with the Lay’s Kettle Crinkle Cut Original chip. Each batch of Lay’s Kettle Cooked potato chips begins with quality farm grown potatoes that are then cooked in small batches until they’re extra-crunchy and crisp for a true home-style taste.

The first-of-its-kind handcrafted billboard will take up to ten days to complete from start to finish and will reveal the Lay’s Kettle Cooked «Crafted with Care» message upon completion. The billboard will remain up at the Van Ness and Mission location until the end of June.

«Our new custom carved wooden billboard provides us with a unique opportunity to further communicate Lay’s Kettle Cooked dedication to craftsmanship,» said Michelle Rule, director, marketing, Frito-Lay North America. «From our potato chips to our marketing efforts, everything we touch is truly crafted with care.»