Following the ‘partnerships trend’ we are writing about last time, PepsiCo has started a collaboration award-winning country music star Brad Paisley and Dollar General retailer to support literacy in the U.S.

Photo: Tune into Giving, Brad Paisley, from snacks.com, clickable

The companies have launched  an in-store promotion called ‘Tune in to Giving,’ in support of the Dollar General Literacy Foundation, which is dedicated to help people get more educated obtaining a general education diploma or English proficiency.

Consumers Dollar General can take part in the initiative if they buy a 10-ounce or larger bag of Lay’s potato chips (any flavor) and any 2-liter Pepsi product together. They will find a code on the package and when they enter the code from their receipt at www.dollargeneral.com, $1 will be donated (for each valid code entered) to the Dollar General Literacy Foundation. The minimum PepsiCo’s donation is $50,000, with a maximum donation of $75,000. The action is available until August 19.

There is also and option of donating where no purchase is necessary. The ‘Tune in to Giving’ promotion is sponsored solely by Frito-Lay and is open to legal residents of eligible states. More information consumers can get at tuneintogiving.com.

Fans are motivated to enter their receipt code online with an opportunity to receive a free music download and be entered for the chance to win Dollar General gift cards, Brad Paisley memorabilia and concert tickets to Paisley’s ‘Virtual Reality World Tour.’ The tour that launched in January 2012 and will continue through mid-October has been already visited by nearly one-half million fans. To help draw consumers attention, Paisley will be feature appear on in-store displays and online.