Food Network Star Ingrid Hoffmann Invites Fans to “Free The Fun” With Tostitos Tortilla Chips

February 11, 2008

Yearlong Multi-Media Campaign Fuels Fun With Tostitos And Entertaining; One Lucky Fan To Win Cameo Appearance On “Simply Delicioso” With Host Ingrid Hoffmann


PLANO, Texas - Sharing a passion for big flavor, versatility and easy entertainment, Tostitos tortilla chips and Food Network’s emerging star, Ingrid Hoffmann, announced a national broadcast, online and in-store campaign entitled Tostitos “Free The Fun.” The multi-layered media campaign – which runs nationally from February through December 2008 – will inspire people to “Free the Fun” with Tostitos for all kinds of occasions via Tostitos integration on Food Network programming, entertainment tips, recipes and contests online at http://www.foodnetwork.com/food/foodbytes/text/0,,FOOD_9883_66618,00.html, and in-store via Tostitos brand products, coupons, recipe booklets, and more.

Foodies will be able to tap into Ingrid Hoffmann’s lively, clever food tricks throughout the year via a series of Food Network talent-hosted vignettes featuring helpful tips and recipes ranging from unique tasty ideas for everyday snacks to ways to wow guests to tailgating tips to holiday-themed fun – all incorporating a variety of Tostitos products.

“Working with Ingrid Hoffmann, who is known for her deliciously simple recipes and, of course, her vibrant fun personality is such a natural fit for the Tostitos brand,” said Ann Mukherjee, group vice president, marketing, Frito-Lay North America. “Ingrid brings the Tostitos brand essence to life with her creativity and energy, and now our shared fans can bring that same fun spirit into their own cooking and entertaining with friends and family.”

“For me, food and entertaining go hand in hand, so I’m thrilled to work with Tostitos and share my ideas,” said Ingrid Hoffmann. “Whether it’s developing exciting new recipes or coming up with tips, entertaining is all about good food, having fun and of course great conversation around Tostitos!”

Among the engaging activities is a Tostitos “Free the Fun” sweepstakes beginning this month, where one lucky winner will make a cameo appearance on the Food Network’s Simply Delicioso with Ingrid Hoffmann. The winner will also experience a Food Network studios tour and a trip to Miami.

Later in the year, a summertime promotion at http://www.foodnetwork.com/food/foodbytes/text/0,,FOOD_9883_66618,00.html will engage budding “chefs” to submit their favorite recipes, incorporating Tostitos brand products, and invite consumers to vote online for their favorite recipe. The winning recipe will be featured in a winter 2008 Food Network promotional vignette starring Ingrid Hoffmann, who will prepare the dish on-air. The winner will also experience a Food Network studios tour and a trip to New York.

In-store, Food Network “Simply Delicioso” branding and http://www.freethefun.com/home.php will appear on millions of bags of Tostitos tortilla chips, as well as promotional in-store materials. Additional activity supporting the Tostitos “Free the Fun” campaign includes promotional television advertising, online activation and in-store activity. Element 79 out of Chicago is the advertising agency developing creative for the campaign, while OMD in New York is handling media buys.

“This promotion with Tostitos marks the first time ever that Food Network has leveraged one of its talents for such a rich, innovative campaign,” said Jon Steinlauf, senior vice president of ad sales, Scripps Networks. “This program demonstrates how Scripps Network is breaking out of the standard advertising box to strengthen and evolve its relationship with its clients and its talent.”

As the daughter of a Cordon Bleu chef, Ingrid Hoffmann grew up in her mother’s kitchen where she discovered her passion for food and entertaining, developing dishes with a Latin twist. Hoffmann is the host of Food Network’s Simply Delicioso as well as the hit series Delicioso on the Spanish-language network Galavision/Univision, which is currently in its fourth season. More of Hoffmann’s cooking and entertaining ideas are included in her debut cookbook, SIMPLY DELICIOSO: A Collection of Everyday Recipes with a Latin Twist (Clarkson Potter 2008), which released February 5, 2008. Fans can learn more about Ingrid Hoffmann at http://www.simplydelicioso.com/.

Scripps Networks, the largest division of corporate parent E.W. Scripps Co., which also owns the News Sentinel, operates Home & Garden Television, the Food Network, DIY Network, Fine Living and Great American Country and their Internet counterparts.

The Tostitos brand, a registered trademark of Frito-Lay North America, provides a full line of tortilla chips and dips including Tostitos Restaurant Style Tortilla Chips, Tostitos Gold Bite Size Tortilla Chips, Tostitos Scoops! Tortilla Chips, Tostitos Salsa and Tostitos Cheese Dip. Frito-Lay North America is the convenient foods division of PepsiCo, Inc., which is headquartered in Purchase, N.Y.

PepsiCo (NYSE: PEP) is one of the world's largest food and beverage companies, with 2006 annual revenues of more than $35 billion. The company employs approximately 168,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 17 brands that generate $1 billion or more each in annual retail sales.