Frito-Lay signs as first Bud Bowl partner

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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.

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