Frito-Lay Hosts Baby Boom for Ruffles

DALLAS In an effort to rejuvenate Ruffles potato chips, Frito-Lay is resurrecting an advertising icon in a baby-naming contest and print and television work from AMS Production Group.

“Baby Horton” began rolling his R’s (“R-R-Ruffles have r-r-ridges”) in 1957. He remained in Ruffles’ TV spots through the late ’80s.

To commemorate the return of Baby Horton to the airwaves, Frito-Lay of Plano, Texas, has launched a nationwide “Would You Name Your Baby Horton?” promotion. Parents expecting a child between May 13-20 can log onto a special Frito-Lay Web site ( The first parents to register their newborn’s name as Horton will win a $50,000 college scholarship in the child’s name.

As of May 14, the site already had 1,000 hits, with 25 couples eligible to win the grand prize. The winner will be determined by who registered their baby’s name first and who gave birth first, according to the company.

In addition, Baby Horton will reprise his role in a onetime print ad and in two new TV spots, both created by AMS of Dallas. The USA Today ad broke on Monday to kick off the baby-naming contest. The idea to bring back Baby Horton was conceived by the Ruffles brand team, which was looking to revitalize the product, said Mark McGovern, creative director at AMS.

The new animated television spots will introduce the brand’s sour cream and onion chip. One spot broke nationally on Monday; another breaks later this summer.

Ruffles is also issuing new packaging that has been inspired by the classic look of the chips originally launched in the 1950s.

Frito-Lay, a division of PepsiCo, also markets Lay’s, Doritos, Tostitos and Cheetos chips.