Tostitos has always used humor to tell its story. But a major part of the brand’s history has often gone untold: for over 40 years, every chip has been made the traditional way—grinding whole corn kernels into masa from scratch, the very foundation of a tortilla.

So as the snack-table-staple of football season, what better way to tell this part of the brand’s story than to parallel it with the stories of tradition so deeply rooted across the NFL.