Frito-Lay teams up with Food Network to market Tostitos

PLANO, Texas Frito-Lay’s Tostitos has set out to scoop up more sales from women 25-54, with a year-long multiplatform campaign with Food Network’s Simply Delicioso.

Beginning this month, six 30-second on-air vignettes will feature the show’s charming host Ingrid Hoffman whipping up a different, party-tested recipe with an assist from Tostitos products. A retail component will tease Food Network and Simply Delicioso on 150 million Tostitos-brand packages.

Tostitos, which has worked with Food Network before, is launching its first widespread integration package on the network. Buyers put the deal at $5 million.

Frito-Lay group vice president of marketing Ann Mukherjee said the deal presented an opportunity to get in on the ground floor with Hoffman. The native of Colombia became Food Network’s first Latina on-air personality in July 2007 with Simply Delicioso, where the emphasis is on low-impact entertaining at home. She also hosts a Spanish-language cooking/lifestyle show on Galavision/Univision; her book, Simply Delicioso: A Collection of Everyday Recipes with a Latin Twist (Random House), hits stores this month.