May 19, 2008 6:03 AM, PROMO Xtra, By Amy Johannes

Tim McGraw spices up Fritos corn chips with a limited edition flavor.

Frito-Lay has teamed up with Grammy Award-winning artist Tim McGraw to launch a limited edition flavor of its Fritos corn chips.

Tim McGraw Spicy Jalapeno flavored Fritos corn chips will be on shelves this month in Wal-Mart stores, with a national rollout slated for fall.

The new flavor is part of a larger partnership between the brand and McGraw, who will also appear in a TV campaign and a regional print campaign.

Fritos is the official snack of the “Tim McGraw '08 Live Your Voice Tour, which kicked off in Tampa, FL, this month. It is also the presenting sponsor of the “StyleSonic Stage,” which will feature artists chosen by McGraw to perform before the start of each concert.

The sponsorship include free music downloads from StyleSonic to people who buy a ticket to the tour, which runs through July 7.

“As a true family man who values the important things in life, Tim McGraw was a natural fit for our new ad campaign,” Ken Partyka, vice president, marketing, Frito-Lay North America, said in a statement. “Tim shares our passion for life’s simple pleasures.”

The Marketing Arm designed the P-O-P materials for the campaign.

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