Leading Mexican brand Old El Paso, is putting £3m behind a new, 360º advertising and marketing campaign to drive sales of its Stand ‘N’ Stuff meal kits range.
The activity, which will include TV, cinema, Video on Demand and social media, adopts the new tagline
Make it Yours, and features American actor of Mexican decent, Danny Trejo, who has starred in Hollywood blockbusters such as Con Air and Desperado.
See TV advertising campaign here: https://www.youtube.com/watch?v=-Dn-2hSerh4
The aim of the campaign is to highlight how Mexican food can spark vibrant connections around the dining table – an approach prompted by research which suggests that while 78% of UK households eat together, the average time spent around the dining table is just 10 minutes!
The TV advert opens to a dull, colourless family meal scene where everyone is staring at their smartphones. Enraged, Trejo’s character pulls the table cloth from the table to reveal a colourful, vibrant al-fresco family meal featuring Old El Paso Stand ‘N Stuff.
As part of the campaign, consumers are also able to create their own taco via a mobile app where they will be able to choose their filling and fry ingredients, click here to view the preview: http://bit.ly/2xb8oTz.
Lindsay Hill, marketing manager for Old El Paso at General Mills UK, said: “Unlike most traditional dishes, you eat Mexican with your hands, everyone is engaged – it’s informal and colourful. We want our new campaign to remind UK consumers that Old El Paso Stand ‘N’ Stuff creates vibrant family meal times.
“Research shows that 23% of UK consumers consider Mexican, but don’t buy it and we’re expecting our new activity to remind consumers about the benefits of Mexican food. Currently, it has 20.5% household penetration, worth £168m, just a little behind Oriental with 21.3%. We want to push penetration to put Mexican in second place, and in a position to challenge the dominance of Italian food, which enjoys 73%.”
Old El Paso’s Stand ‘N’ Stuff range contains eight soft flour tortillas which are distinctively shaped so that they are easy to fill and eat. The kits are versatile containing all the key ingredients consumers need to make a Mexican taco meal including a Cool Herb Topping Mix and a unique Extra Mild Super Tasty tomato stir-in sauce.