Doritos is launching a new TV ad this week to boost cross-purchasing of its chips and dips.

Tying in with its Dip Desperado game, the tongue-in-cheek ad – filmed in Mexico – chronicles the life and times of ‘chip flick champion’ Esteban Ortega. It charts the youngster's rise to chip-flicking prominence, the loss of his crown and his subsequent Doritos-inspired revival.

The promotion is a bid to grow cross-purchases of chips and dips in the UK, where just a tenth of chip sales results in a dip sale. In the US, the rate is one in two.

Consumers could win one of 1,000 prizes every day by playing the game and entering a promotional code from a pack of Doritos chips or jar of dip.

Viewers can download the Dip Desperado gaming app via Facebook or the snack brand’s website. It is also available as an app for smartphones.

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Doritos launches on-pack promotion (Convenience Store; 27 June 2011)
Focus On Crisps, Nuts & Snacks (21 May 2011)