Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Frito-Lay signs as first Bud Bowl partner

Published on .

Anheuser-Busch has signed Frito-Lay as a cross-merchandising partner for its 1997 Bud Bowl promotion, a first for the annual event. "Buy one, get one free" coupons for Baked Lay's chips will be included with Bud Bowl game cards in specially marked beer packages. In addition to an array of point-of-purchase merchandising, A-B will support the Bud Bowl promotion with approximately $10 million in advertising. DDB Needham Worldwide, Chicago, will handle.

Copyright November 1996, Crain Communications Inc.

Most Popular
In this article: