The Hour serves up Doritos with Brit Awards

Does George Stroumboulopoulos have a taste for Doritos? No matter, 'cause the folks at CBC Television like the cheesy chip brand. The Hour's upcoming coverage of the 2007 Brit Awards is brought to you by Doritos and pumped up by HMV.

Doritos has signed on for exclusive sponsorship of George Stroumboulopoulos’ coverage of the 2007 Brit Award on CBC’s The Hour. From Jan. 29 to Feb. 2, The Hour will tease its young and hip demo with trivia questions. Viewers are urged to visit to compete for a chance to win a trip for two, courtesy of Doritos, to the awards show in London, England, on Feb. 14.

The contest’s Jan. 29 kick-off is also getting in-store pre-promotion at 120 HMV locations across Canada via header cards. Doritos will have commercial exclusivity during the broadcast, and CBC Brit Awards behind-the-scenes features will be tagged with the Doritos logo. The partnership was negotiated by OMD Canada.