PHOENIX (May 29, 2008) – The Make-A-Wish Foundation of America and LAY’S brand potato chips were honored today by the Cause Marketing Forum with its highest award for the Foundation’s Destination Joy presented by LAY’S national cause-marketing campaign.

The Foundation and LAY’S brand received the Gold Cause Marketing Halo Award for best joint message promotion, which recognizes campaigns in which a business effectively uses its resources to share a nonprofit organization’s message. The award was presented during the sixth-annual Cause Marketing Forum Conference in Chicago.

“Being honored with a Cause Marketing Gold Halo Award in the first year of Destination Joy presented by LAY’S is a true testament to the dedication of everyone who helped launch the campaign,” said David Williams, Make-A-Wish Foundation of America president and chief executive officer. “We are about to begin the second year of the campaign and look forward to raising the resources and awareness to make even more wishes come true.”

Destination Joy presented by LAY’S this year will run June 3-12.

The Make-A-Wish Foundation and LAY’S brand teamed in 2007 when LAY’S became the presenting corporate sponsor of the Destination Joy campaign, a national effort to raise the money, volunteers and other resources needed to grant the wishes of children with life-threatening medical conditions in the United States.

LAY’S brand and the Foundation crafted the elements of the Destination Joy campaign around the concept of joy: LAY’S wanted the public to associate its potato chip with being joyful through its “100% Pure Joy” tagline, and the Foundation has a long history of promoting the joy of a wish experience. Together, they created the “Share the Joy” message to make LAY’S customers aware of the Foundation’s mission and the need for donors and volunteers.

The Destination Joy campaign aimed to activate LAY’S customers by getting them involved in the Foundation’s wish-granting mission, no matter their talents, financial situation or time constraints. They were invited to donate time, talent, money and items such as frequent flier miles and hotel loyalty points to help grant wishes.

Assisting in the 2007 campaign were LAY”S marketing agency of record, The Marketing Arm, and Cone, which executed the campaign’s media-relations activities on behalf of the Make-A-Wish Foundation.

The Cause Marketing Forum has highlighted mutually beneficial alliances between businesses and nonprofit organizations with the Cause Marketing Halo Awards since 2003.

About the Make-A-Wish Foundation: The Make-A-Wish Foundation grants the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. Born in 1980 when a group of caring volunteers helped a young boy fulfill his dream of becoming a police officer, the Foundation is now the largest wish-granting charity in the world, with 67 chapters in the United States and its territories. With the help of generous donors and nearly 25,000 volunteers, the Make-A-Wish Foundation grants a wish every 40 minutes and has granted more than 164,000 wishes in the U.S. since inception. For more information about the Make-A-Wish Foundation, visit www.wish.org and discover how you can share the power of a wish^® .

About LAY’S Brand Potato Chips: The LAY’S brand, a registered trademark used by Frito-Lay North America, is America’s favorite brand of potato chip. The great tasting LAY'S potato chip starts with simple ingredients – farm-grown potatoes and all-natural oil. As with Frito-Lay’s entire portfolio of snack chips, they have 0 grams of trans fat. Frito-Lay North America is the $11 billion convenient foods business unit of PepsiCo, which is headquartered in Purchase, N.Y. In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.