Created the Crunch all You Want, We’ll Make More campaign for Doritos, starring and co-written by Jay Leno. Effectively defended Anheuser-Busch’s Eagle Brand foray into snack foods. Relaunched the Bet You Can’t Eat Just One campaign for Lay’s while introducing numerous line extensions. Revitalized the Frito bandito personality, albeit without the use of the banned character. Convinced the Tostitos brand manager his product was advertising worthy.