The billboard reads 'All Natural Ingredients; Crafted with Care' which also refers to the production of the billboard as well. Lay's Kettle chips have definitely been given the natural treatment -- even when it comes to the production of its advertising campaign.
Implications - Ad campaigns like this excite me to no end. After being bombarded with shapeless marketing from companies for most of our lives, it's easy to discern and appreciate a company that comes up with an innovative or memorable idea. Lay's hit a homerun here.