CHI-CHI'S TO AMBUSH FRITO- LAY DURING THE SUPER BOWL

     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).