PLANO, Texas — PepsiCo Inc.’s Frito-Lay division has announced that its Lay’s brand is using all natural ingredients to craft Lay’s Kettle Cooked potato chips.

PepsiCo Inc.’s Frito-Lay division has announced that its Lay’s brand is using all natural ingredients to craft Lay’s Kettle Cooked potato chips.

To mark the roll out of these potato chips, four different wood carvers will officially begin crafting a Lay’s Kettle Cooked billboard at the corner of Van Ness and Mission streets, the busiest intersection in San Francisco, Calif. Local San Francisco residents can check-in via online social network Foursquare to become mayor and win free bags of Lay’s Kettle Cooked potato chips.

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. In addition, the brand is featuring Lay’s Kettle Crinkle Cut Original chip. Lay’s Kettle Cooked potato chips come from farm grown potatoes cooked in small batches until they are extra-crunchy and crisp.

The handcrafted billboard will take up to ten days and eighty hours to complete and will contain 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."

Frito-Lay North America is the $13 billion convenient foods business unit of PepsiCo, headquartered in Purchase, N.Y.