Frito-Lay’s ambition was to make Tostitos the only chip people thought about during the NFL season. So we took down the only other chip standing in our way: the head coach of the Philadelphia Eagles, Chip Kelly. We did this in a series of 10 videos wherein Coach Kelly is continually defeated by bags of Tostitos. They aired during the playoffs leading up to the Super Bowl.

What started as a small bet in a tiny Wisconsin town went big fast. The eight-day campaign resulted in over 475 million online impressions, including 3 million earned Twitter impressions and more than 1.3 million views of our anthem video. The campaign also earned 875 media stories. But best of all, even though the US Census lists only 1,600 Americans named Chip, more than 14,000 people submitted for a free dip, which far exceeded our modest expectations for the promotion and proved that people really do want to see chips and dips together—particularly on the one day a year dedicated to their union.