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FRITO-LAY AND FRITOS CORN CHIPS TEAM UP WITH SUPERSTAR BILLY RAY CYRUS TO KICK OFF NATIONAL CONCERT SERIES AND PROMOTION COMPANY LAUNCHES FIRST NATIONAL MARKETING PROGRAM FOR FLAGSHIP BRAND IN 10 YEARS WITH COUNTRY MUSIC STARS, CONCERTS AND NEW ADVERTISING

 PLANO, Texas, May 26 /PRNewswire/ -- Frito-Lay, Inc. announced today that its flagship brand, Fritos, is launching its first national integrated marketing program in nearly 10 years beginning with the exclusive sponsorship of a national concert series featuring country phenomenon Billy Ray Cyrus.
 The Frito-Lay move comes as the industry enters one of the biggest snacking weekends of the year, Memorial Day. The "Fritos Presents Billy Ray Cyrus" concert series begins on May 27 in Birmingham, Ala., and continues through the year's end with stops in more than 30 markets from Hartford, Conn. to Sacramento, Calif.
 Fritos' comprehensive, multi-million dollar program matches the snack's strong back-to-basics image with the soaring popularity of country music. In addition to the national concert series with Billy Ray Cyrus, the program includes a new advertising campaign featuring country music's rising star Mark Chesnutt and the introduction of a new tagline, "I Know What I Like...and I Like Fritos." This tagline is the first new theme introduced since the brand's legendary theme, "Munch A Bunch! of Fritos" that was introduced in 1958. The brand is also launching into test market a new Fritos product, Scoops! -- the first product innovation in more than 25 years.
 "Through this program, we're unlocking the magic of the Fritos brand by being true to what it is and who it appeals to -- people who eat a lot of Fritos Corn Chips and who often reject trendy ways of life," said Steve Sears, senior product manager at Frito-Lay. "The country music umbrella contemporizes our flagship brand while our back-to-basics image solidifies Fritos' position as a true icon in the snack arena."
 During the "Fritos Presents Billy Ray Cyrus" tour, each market will be supported with radio promotions, concert ticket giveaways, thematic point-of-sale materials and lifesize cutouts of Billy Ray Cyrus. In the Birmingham area, more than 200 cutouts have been reported missing in several grocery stores. It is suspected that the cutouts have been taken by fans with achy breaky hearts, said Sears.
 Earlier this month, the brand was the presenting sponsor for "Country Takes Manhattan," New York's first critically acclaimed 10-day country music festival featuring more than 20 top-name artists including Billy Ray Cyrus, Dolly Parton, Wynonna and Mary-Chapin Carpenter.
 The new advertising campaign with Mark Chesnutt will support Fritos brand's new product, Scoops! Corn Chips, which has a unique curved shape that keeps dip in its place and can hold toppings like cheese, chili and salsas. Scoops! brand is packed with the same hearty taste and texture of original Fritos Corn Chips and is ideal for dipping and snacking, Sears said.
 The product test is being supported with the base brand advertising and its own exclusive television commercial. Scoops! is now in test market in Houston, Birmingham, Jackson, Miss., Pensacola, Fla., New Orleans and Baton Rouge, La.
 The commercials were created and produced by DDB Needham/Chicago and the concert promotion is handled by PS Productions/Chicago.
 -0- 5/26/93
 /CONTACT: Lynn Markley of Frito-Lay, Inc., 214-334-2404/
 (PEP)


CO: Frito-Lay, Inc. ST: Texas, Alabama IN: FOD SU: PDT

SH -- NY014 -- 2339 05/26/93 09:38 EDT
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Date:May 26, 1993
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