• by Erik Oster , January 18, 2024

Tostitos is celebrating its status as the official chip and dip of the NFL with a campaign drafting Minnesota Vikings quarterback Kirk Cousins.

The campaign sees Cousins swap his helmet for a chef’s hat as the brand hypes a promotional giveaway offering a chance to win tableside service from him, as part of a VIP reservation for the Frito-Lay brand’s “Tost by Tostitos” culinary experience taking place Feb. 8-10 in Las Vegas. The winner will also receive plane and hotel accommodations, along with a pair of tickets to Super Bowl LVIII.

To enter, Tostitos is asking fans to follow the brand on Instagram, like its collaboration post with Cousins, and add a commentabout which game day dish they'd want prepared for them and served by the Vikings QB, while using the “#TostbyTostitos” and “#Entry” hashtags. Entries opened and run through Jan. 28.

The brand is also giving away a limited number of reservations for the “Tost by Tostitos” culinary experience, located near the Brooklyn Bridge at the New York, New York Hotel & Casino in Las Vegas. “Tost by Tostitos” will feature curated menus designed by Frito-Lay’s culinary team – with corn, the key ingredient in the tortilla chip, given central billing in recipes designed to showcase the brand in a new light with “one-of-a-kind culinary creations.”

Only one Grand Prize winner will be given he honor of having their meal handed off by Cousins, though. Since only the winner will know when Cousins is scheduled to make the handoff, fans who are able to secure a “Tost by Tostitos” reservation also stand a chance of seeing him make an appearance

In addition to the campaign, Tostitos is among the flagship brands featured in Frito-Lay’s “Taste of Super Bowl” campaign, and  Tost by Tostitos” will appear alongside activations including the “Frito-Lay Snackpot”  and “Cheetos Chapel” in Las Vegas.