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Fritos hasn’t had a new campaign in 48 years. That’s changing with a big online push dubbed “Here’s to the Moment” featuring the corn chips as a companion to chili, including serving them during football games. The marketer overseeing the project, Frito-Lay VP of Marketing Sadira Furlow, might have a bit of a vested interest in promoting this particular brand. Her dad showed up for his first date with her mom more than 50 years ago clutching a bag of Fritos, according to the company. The rest is history. R/GA in Austin is the lead creative agency on the project, with OMD on media. Frito-Lay says it has planned a significant investment through the end of the year across YouTube, Facebook, Instagram, Twitter, and Pinterest. Frito-Lay is also working on a partnership with Hormel Chili that kicks off in November and includes co-branded recipes and in-store displays.