Call it micro-Chip targeting: With its newest campaign, Tostitos is going after people named Chip, or anyone living in a city with "chip" in its name, like Chippewa Falls,Wis., or Chipley, Fla. People who can prove these traits will get a coupon for free Tostitos dip in honor of "National Chip and Dip Day," which is March 23.
To plug the promotion, Tostitos created a video that includes Erik Estrada, who of course starred in the 1970s/1980s TV show "CHiPs," as well as Philadelphia Eagles head coach Chip Kelly. The video is expected to get paid ad support.
"We all know that chips and dip go together perfectly, but we began to wonder if we were somehow neglecting some of the most important Chips out there," Jeff Klein, VP-marketing for Frito-Lay North America, said in a statement.. "So on a day called National Chip and Dip Day, we couldn't help but wonder … isn't it about time all Chips get their dip?"
To prove their worthiness, consumers must upload a picture to a special website showing they indeed go by Chip or live in a "chip" town. The rules are pretty loose: Identifiers could include everything from a "Chip" embroidered bowling shirt or a picture of someone holding a sign that simply says "His Name is Chip," according to a spokesman.
So Tostitos, you might say, is just letting the Chips fall where they may.