Frito-Lay to chip in for ‘Chase’ hype

Fox Broadcasting Co. and Frito-Lay Inc. are again teaming in a major promotional effort, this time to launch new latenight series “The Chevy Chase Show.”

Chase will appear in three on-air spots for Doritos Tortilla Thins (the first begins airing tonight) as part of the game promotion, which will feature in-package game pieces and more than 40,000 in-store displays, targeted to the show’s premiere Sept. 7.

The Chase promotion will also include a radio contest on more than 150 stations across the U.S. from Aug. 30-Sept. 10. Four grand prizes — consisting of a three-day trip to Hollywood, tickets to the show and spending money — will be announced during the first four nights of “The Chevy Chase Show,” Sept. 7-10.

Fox previously teamed with Frito-Lay on its “In Living Color” halftime show during the Super Bowl in 1992, which successfully siphoned away a significant portion of the audience from CBS.

Speaking of CBS, its latenight entry, “Late Show With David Letterman,” will make its debut Aug. 30, while NBC’s replacement, “Late Night With Conan O’Brien, ” turns up Sept. 13.

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