The line is meant to tap into the home meal replacement craze in the food industry. The dips are to be poured over the firmer, larger chips and heated to create quick nachos; they come in Beef Fiesta and Chicken Quesadilla varieties.
The late Irene Ryan, Granny from TV's "Beverly Hillbillies," stars in the commercial comprising the new national TV effort for Tostitos Nachos, via technical wizardry. The 30-second spot from BBDO Worldwide, New York, kicked off last week and also features longtime brand spokesman Chris Elliott.
VISITING FOR VITTLES
In the commercial, he interacts with Jed Clampett (Buddy Ebsen), Ellie Mae (Donna Douglas), Jethro Bodine (Max Baer Jr.) and Granny, offering Tostitos Nachos while they wait for her down-home dinner to finish cooking.
In-store sampling also supports, and a free-standing insert will run nationally April 26 offering $1 off a chip-and-dip purchase.
Never idle, Frito-Lay's new-product machine is in overdrive this year, with a number of big-budget launches. A network TV campaign estimated at $25 million will support the rollout of Doritos 3-Ds by early summer. It was teased on the January Super Bowl telecast with a commercial that showed a sexy siren tossing and catching the chips in her mouth.
The long-awaited rollout of Max, Frito's fat-free, Olean-based snack line, is now under way and the national TV campaign -- estimated at $30 million-plus -- is set to break next month.
Both of those efforts also are from BBDO.
Frito's other agency, DDB Needham Worldwide, New York, is handling the national launch of Deli Lay's, a new, crisper chip variety, with a campaign that broke earlier this year featuring "Spin City" star Michael J. Fox.