Jimmy Fallon is taking his brand partnership to the next level by investing in tortilla chip and salsa brand Xochitl. His primary aim is to enhance brand awareness and help consumers learn the correct pronunciation of Xochitl, described humorously by Fallon. Xochitl, aiming to grow its presence in the competitive $11 billion North American tortilla chip market dominated by bigger brands, looks to Fallon’s large social media following to amplify its brand visibility and build excitement for broader distribution opportunities, according to Chairman Matt Leeds.
"It's like so-chill. Or so-cheel media. So-cheel network. So-cheel distortion," says Fallon. "It gets easier the more you practice it. So that's my first job."
"We believe that his involvement will create a lot of excitement, which can open distribution opportunities and retail partnerships," Leeds says. "As a brand looking to emphasize warmth, authenticity, and shared experiences, Jimmy's funny, approachable, and family-friendly persona aligns well with us and our brand strategy."
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