Fritos Brand and Tim McGraw ‘Spice Up’ Ad Campaign and Launch Limited Edition Tim McGraw Spicy Jalapeno Fritos Corn Chips

May 9, 2008

One of America’s Classic Favorites Serves as Official Snack of McGraw’s 2008 Live Your Voice Tour

PLANO, Texas - The Fritos brand spiced up snacking today by collaborating with Grammy Award-winning musician Tim McGraw for an integrated partnership to reach fans everywhere – from television to retail to on tour. For a limited-time only Tim McGraw Spicy Jalapeño flavored Fritos corn chips will be available in select stores starting in May and become nationally available in the fall. The special flavor of Fritos corn chips is part of a larger partnership between the brand and Tim McGraw, who will also appear in the brand’s targeted television advertising campaign. The debut of the Fritos brand television commercial starring Tim McGraw will also be accompanied by a regional print campaign, all of which center around good simple fun with family and friends.

“As one of America’s classic snacks for more than 75 years, the Fritos brand is synonymous with good, simple fun, and is a snack that continues to be a favorite across generations of families,” said Ken Partyka, vice president, marketing, Frito-Lay North America. “As a true family man who values the important things in life, Tim McGraw was a natural fit for our new ad campaign. Tim shares our passion for life’s simple pleasures, and has his own fond memories of growing up with Fritos corn chips.”

The Fritos brand will also serve as the official snack of the “Tim McGraw ’08 Live Your Voice Tour” that kicks off in Tampa, FL on May 9, and the presenting sponsor of the “StyleSonic Stage,” which will feature artists chosen by McGraw to perform prior to the start of each concert. As a special promotion, Tim McGraw is making StyleSonic music downloads available for free to everyone who buys a ticket to the tour this year. More details will be available on prior to the start of the tour.

“Fritos corn chips bring back memories of growing up in Louisiana,” said Tim McGraw. “We ate a lot of spicy foods and still do and these have a nice kick to them. With the support of the Fritos brand we are looking forward to a great tour; having the opportunity to introduce some of the best up and coming names in country music to fans across the country will make this tour even more exciting.” The Tim McGraw Spicy Jalapeño flavored Fritos corn chips will be available for $0.99 per 3.875 oz bag and $2.49 per 9.75 oz bag.

Frito-Lay North America is the $11 billion convenient foods business unit of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.