TORONTO—If you visit the chip section at your local convenience or grocery store, you’ll find a new Doritos flavour in a plain white bag. To find a name for the new nacho, BBDO Toronto has developed the Become the Doritos Guru Contest, asking consumers to come up with a moniker for the new taste and to create a 30-second commercial about what the flavour inspires in them.

The winner receives $25,000 cash and one per cent of their flavour’s Canadian net sales, and the winning commercial will be aired on national television.

The contest is supported with a Facebook fan page, an extensive advertising campaign on national television and online, and media partnerships with MuchMusic and Astral Media.

A number of agencies were involved in the development of the campaign: BBDO Toronto developed the mass advertising; Proximity Canada handled the interactive; Capital C, Toronto developed point of sale; Fleishman Hillard, Toronto handled public relations and OMD Canada, Toronto did the media buy.

The contest closes March 18. About 50 videos have already been posted this week, according to a story in Media in Canada. Contact: www.doritosguru.ca