Lay’s is on a mission to find and celebrate the people who are creating much-needed joy in their local communities – donating $50 to Feeding America for every social post using the hashtag to honour these #JoyGivers, with a contribution up to $1 million by July 12th. (That adds up to 20,000 #JoyGivers across America!)

To spread the word, Lay’s is debuting a new national ad campaign today, Friday, May 15th, explaining the program:

We all know someone who brings us joy when we need it most.

Through smiles. Laughter. And the totally unexpected.

At Lay’s, we call them JoyGivers.

And we’re here to celebrate them.

So help us find the JoyGivers in your community.

They’re everywhere.

And they’re everything that we need right now.

Share their stories using #JoyGivers.

For every post, Lay’s will donate $50 to Feeding America. Up to $1 million.

The creative is by David & Goliath and in addition to debuting during the Good Morning America broadcast this Friday morning, the spot will air during next week’s finale of 'The Voice' on NBC, which Lay’s has been partnering with all season for a fan sweepstakes and three limited-edition flavours: Crispy Taco, Wavy Fried Green Tomato, and Hot Sauce.