Fake outside zone run to Lacy to one side, QB and TE and one other receiver head back the other direction. They leave the DE/OLB unblocked (or lightly bothered) and hope to get a mismatch or broken coverage.
If DE/OLB reacts well and closes to Rodgers fast, they hit the TE for 5 yards. If DE/OLB blows it and gives Rodgers time, he tries to get to the WR running a crossing route toward that same side of field deeper than the TE.