The new advertising campaign for Doritos spearheads this year's £12m investment by Walkers aimed at developing the Chip and Dip category. A bunch of new products and a clutch of new merchandising units are also a key part of the brand's evening snacking drive. The new Friendchips' TV campaign ­ featuring 20-somethings playing games with Doritos ­ broke last week and will be supported by radio and cinema advertising. The new products, which have been introduced over the past few weeks, include Doritos Big Dippas 350g Lightly Salted and Doritos 175g Dippas Hint of Garlic ­ to be followed in September by Doritos Dippas 175g Hint of Chilli and a 300g format of Hint of Lime. On the dips side the new addition is Sweet n' Zesty, a peach based salsa which is popular in the US. And a Single Serve Chip n' Dip range has been introduced in three flavours: Lightly Salted, Hint of Lime (60g) or Max Naked Lightly Salted (55g) which can be combined with either the Mild or Hot Salsa Dip. The merchandising drive ­ which was key to last year's evening snacking campaign ­ will place 30,000 units and Friendchips PoS in UK stores. Walkers trade marketing manager Jan Beacham said: "We have worked to ensure retailers have every tool available to maximise sales and profits in this vital sector. This year's success will be even better than last year's." The company claims the Chip and Dip programmme, which was first launched a year ago, increased volumes by 50% in impulse and by 80% in grocery. It estimates that the initiative can add an extra £140m to the category. {{MARKETING - P&P }}

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