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CHI-CHI'S TO AMBUSH FRITO- LAY DURING THE SUPER BOWL
Published December 16, 1994
The competition between official sponsors of the Super Bowl and their adversaries is "heating up." In the snack food category, Chi-Chi's intends to ambush Frito-Lay's sponsorship of the halftime festivities at the Super Bowl, with the hopes of rechanneling sales to its salsa products. Kicking off on January 2 and continuing through Super Sunday, Chi-Chi's will begin a heavy radio buy, highlighted by promos and a football trivia contest during morning drive and other key listening periods. So far, air time has been locked up in 43 markets. Frito-Lay has not divulged its Super Bowl media strategies yet, but a spokesperson said that the Chi-Chi's campaign is not a major concern. One radio rep expects that Chi-Chi's will be among the few in the snack food category "that tighten the airwaves with a Super Bowl promotion" (COWLES BUSINESS MEDIA, 12/15).