Lady Gaga Set To Headline SB Halftime Sponsors Activate Around MLB ASG Week Pepsi Beginning Emoji-Based MLB Campaign Mtn Dew To Sponsor DR1 Drone Racing League Pepsi Renews, Strengthens Deal With Cubs The Enthusuiast Network To Operate New Dew Tour Bowl Game Pouring Rights, Concessions Pepsi Not Renewing Citi Field Partnership Jennifer Storms To Be NBC Sports CMO Doritos Ending Super Bowl Ad Contest
SBD/16/Sponsorships Advertising Marketing
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).