PLANO, TEXAS – Fritos brand will be more than a little ‘country’ next year as maker Frito-Lay here pairs with country singer Reba McEntire to sponsor a national concert series and underwrite a country-focused PBS-TV show. The country music platform, beginning in February 1994 with title sponsorship of the 40-city McEntire concert tour, will be used for the national introduction of a new Fritos product, SCOOPS! Corn Chips, a chip with a curved shape for dipping and snacking. Since May, SCOOPS! has been in test in Houston and the Central Gulf area. The product has experienced double-digit sales gains, according to Frito-Lay, fueling the national rollout. A TV spot for SCOOPS!, ‘Steam Shovel,’ created by DDB Needham Chicago, breaks on primetime network TV in February.
Copyright Adweek L.P. (1993)
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity