• Brandweek, Monday, February 11, 2008 12:15 PM

Frito-Lay's Tostitos will launch a year-long multi-platform campaign with Food Network's Simply Delicioso that's designed to leverage the breezy charms of the show's host, Ingrid Hoffman. The campaign targets women 25-54.

The native of Colombia became Food Network's first Latina personality in July 2007. The emphasis on Simply Delicioso is on low-impact entertaining at home. Hoffman also hosts a Spanish-language show on Galavision/Univision; a recipe book (Random House) hits stores this month.

Six 30-second on-air vignettes will show 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. The effort includes a user-generated component at Scripps' social networking site, Pickle.com, where consumers can upload videos showing them preparing a recipe (though not necessarily using Tostitos).

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