Tostitos Restaurant Style Tortilla Chips Now Even Tastier

May 2, 2005



PLANO, Texas – Frito-Lay announced today it has improved Tostitos Restaurant Style tortilla chips, making them now even tastier and crispier than the original. Tostitos brand’s largest selling tortilla chip variety will now carry a “Now Even Tastier!” message on the front of bags and will be supported by new television and print advertising, as well as a national sampling and coupon initiative.

“With an adjustment to our recipe and upgrades to how we cook Tostitos Restaurant Style tortilla chips, they are tastier and crispier than ever before,” said Stephen Quinn, chief marketing officer, Frito-Lay North America. “Beginning late last year, Tostitos shifted it’s communication toward the mantra of ‘Share Something Good’ to underscore the brand’s role in creating everyday connections between friends and families. Now, Tostitos Restaurant Style chips get a flavor and crunch boost so we expect the advertising support to make these everyday get-togethers even better – along with Tostitos salsa or queso, of course.”

The “Now Even Tastier” message for Tostitos Restaurant Style tortilla chips will be carried by two, new :15 television ads airing nationally this week and will be the first ads for Tostitos Restaurant Style in more than 10 years. “Lucky Salsa” and “Announcer” will both carry the “Share Something Good” mantra and will include Tostitos Restaurant Style Salsa and Tostitos Salsa Con Queso in each ad, respectively.

“Lucky Salsa” opens with a woman alone in her kitchen envious of how lucky her bowl of Tostitos Restaurant Style Salsa is to have the new tastier and crispier Tostitos dipped into it. The woman is then discovered by her husband who asks his wife who she is talking to.

“Announcer” begins with a deep voiceover describing the experience of dipping Tostitos into a bowl of thick Tostitos Salsa Con Queso. As the shot widens, we discover the voiceover announcer is actually sitting at the table with friends who ask if it is alright to start eating the chips.

The new television advertising campaign was created by Tostitos advertising agency GSD&M, Austin, TX, an Omnicom agency.

“Now Even Tastier!” will accompany the “0 grams trans fat” message on the front of the bag which was added to the package as part of a Tostitos packaging redesign late last year that included the new “blue” packaging. Tostitos Restaurant Style chips continue to be the largest SKU in sales for the Tostitos brand, which includes Tostitos SCOOPS!, Tostitos Bite Size Rounds, Tostitos Crispy Rounds, Tostitos GOLD, Tostitos Light, Baked! Tostitos, Tostitos Natural Blue Corn, Tostitos Natural Yellow Corn, Tostitos Restaurant Style with Hint of Lime and Tostitos Restaurant Style with Hint of Jalapeno tortilla chips.

Frito-Lay North America is the convenient foods division of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.