"Lay's Do Us a Flavor" is a promotional campaign launched by Lay's, a popular potato chip brand owned by PepsiCo. The campaign invites consumers to submit their ideas for new chip flavors, with the chance of winning a cash prize if their flavor is chosen. Started in 2012, the campaign has become an annual event, generating significant engagement and excitement among consumers. Finalists' flavors are produced and sold in stores for a limited time, allowing customers to taste and vote for their favorite. The winning flavor typically remains in production for a longer period, while the finalists receive monetary rewards for their contributions. "Lay's Do Us a Flavor" has been successful in fostering consumer engagement and innovation within the snack food industry.