This month, shoppers across the UK will be looking for healthier dinner options to counteract the festive feasting, with scores of people ditching meat and joining the Veganuary movement – a record quarter of a million signed up in 2019.
On a mission to highlight its vegan-friendly Smoky BBQ Fajita Kit as a fresh, fun and tasty meal choice that’s suitable for a plant-based diet, Old El Paso has announced a new £1.5million campaign ‘Fajita Friday, the Veggie Way’.
The UK’s number one Mexican food brand will return to TV screens throughout January alongside radio and VOD advertising, shopper marketing in the major multiples and convenience channel, plus a social campaign engaging veggie and vegan influencers.
Lindsay Hill, marketing manager, Old El Paso said: “With January a key time to go vegetarian or vegan, it’s the perfect opportunity to showcase the natural link between Mexican and vegetables and offer shoppers a fresh, colourful meal solution.
“Our new ‘Fajita Friday – The Veggie Way’ campaign also demonstrates how brilliantly customisable Mexican meals are; meat can be swapped out for extra veggies or healthier protein substitutes to cater for the whole family.”
Old El Paso’s ‘Fajita Friday – The Veggie Way’ runs until 30 January.