Jimmy Fallon Joins Forces with Xochitl Tortilla Chips
In a strategic move to enhance brand visibility, late-night host Jimmy Fallon has partnered with Xochitl, a tortilla chips and salsa brand. This collaboration marks a significant step for Fallon, who aims to leverage his extensive media reach to introduce Xochitl to a wider audience.
Introducing Xochitl
Founded in 1995 and based in Irving, Texas, Xochitl is recognized as America’s largest independent tortilla chip manufacturer. However, despite its prominence, the brand remains less known compared to industry giants like Frito-Lay’s Tostitos. With the tortilla chip industry valued at $11 billion in North America, there’s substantial potential for growth in a competitive market dominated by established names.
Recently, Xochitl has caught the attention of private equity firm Forward Consumer Partners, which acquired a 50% stake in the company last May, aiming to bolster brand recognition and expand distribution channels.
Fallon’s Involvement
Fallon’s first task in this partnership involves educating consumers on how to pronounce “Xochitl” correctly—“so-cheel.” He humorously likens the pronunciation to phrases like “so-chill” and emphasizes that practice will make it easier. “That’s my first job,” he states, hinting at further involvement in brand promotion strategies.
A Focus on Brand Authenticity
Xochitl’s chairman, Matt Leeds, expressed confidence in Fallon’s ability to connect with an audience, citing his 32.4 million YouTube subscribers and 27.4 million Instagram followers. He notes, “We believe that his involvement will create a lot of excitement, which can open distribution opportunities and retail partnerships.” Fallon’s approachable persona aligns well with Xochitl’s strategy of fostering warmth and authenticity in its branding.
Unique Marketing Philosophy
Fallon previously received offers for partnerships involving spirits but turned them down because he felt they did not align with his brand image or personal interests. “I just don’t want to be out there boozing it up at the golf course,” he remarked. Instead, he sees tortilla chips as a fun and relatable product to promote.
Leeds explained that the choice to partner with Fallon stemmed from a desire to make the brand’s name memorable and engaging: “Xochitl is hard to pronounce but easy to love.” This collaboration aims to create a buzz while simplifying marketing to consumers.
Future Prospects and Growth Strategies
As a partner and investor, Fallon stands to benefit financially from the brand’s growth. He emphasized that this project offers the chance to truly make an impact, stating, “This has the chance and opportunity to really grow.” Originally, Xochitl had fewer than 5,000 followers on Instagram, indicating significant room for expansion.
Fallon’s marketing acumen will be critical as Xochitl aims for broader retail placements. Currently available at select Walmart stores and set to launch a flavor collaboration with Cholula hot sauce, he recognizes the challenge of increasing their presence in major retailers like Whole Foods and Target.
Conclusion
Through this collaboration, Jimmy Fallon merges his love for marketing with a hands-on role in growing Xochitl’s brand identity. “One of my jobs at The Tonight Show is to always be selling everyone else’s stuff. So now I’m, like, ‘Why not do it for myself?’” he concluded. With a fun approach to brand promotion, Fallon hopes to make Xochitl a household name.
Now, remember: it’s not just any chip; it’s so-cheel.