Allison Vale

Hostess Frito-Lay is banking on a new Doritos chips tv spot created specifically for the Quebec market to spice up the bottom line in that province.Doritos Epices Mexicaines and Fromage Piquant, two new flavors available only in Quebec, are being marketed...

Hostess Frito-Lay is banking on a new Doritos chips tv spot created specifically for the Quebec market to spice up the bottom line in that province.

Doritos Epices Mexicaines and Fromage Piquant, two new flavors available only in Quebec, are being marketed in a commercial featuring two popular Quebec comics acting out a well-known Quebec fable.

Hostess Frito-Lay has a strong business in Quebec, says company brand manager Richard Glover.

But Glover says there is room for growth, and if a company is developing creative, advertising done in Quebec for Quebecers seems to be more successful than English campaigns translated into French.

Developed by Young & Rubicam in Montreal, the Doritos spot features Francois Massicotte and Mario Jean performing an adaptation of the Jean de la Fontaine fable, The Fox and the Crow.

The commercial illustrates the extent people will go to get a bag of the new Doritos flavors.

On tv and in movie theatres, with product sampling support until the end of the summer, the commercial reflects a type of humor that is unique to that province.