Old El Paso makes some noise with biggest creative campaign to date

A £100million brand in the UK with more than a third of UK households eating its products, Old El Paso has doubled its 2018 marketing investment to support its ongoing mission to drive even more shoppers into the World Foods aisle.

Centred around how Mexican cuisine brings friends and family together to connect and create ‘good noise’, the campaign kicks off with a brand-new 30-second TV advert. A recent study revealed that Mexican meals trigger more laughter (+5 pts vs regular dinner) and encourage families to turn off the TV (+6 pt) vs. other dinners.

Unlike anything Old El Paso has done before, the energetic, fresh and contemporary advert will be a feast for the ears as well as the eyes, celebrating the vibrancy, flavour and noise generated when preparing, cooking and sharing an Old El Paso meal. So much noise, in fact, that it raises the roof!

Alongside the TV campaign, the advert will be rolled out across Video On Demand (VOD) and radio, and will be supported by targeted influencer activity and inspirational social media recipe content. Additionally, the campaign will be brought to life in-store through its disruptive ‘Fajita Friday’ activation, designed to grab the attention of shoppers early in their journey, and increase purchase frequency.

Chris Doe, senior brand manager at Old El Paso, says: “It’s an exciting time for World Foods. We’ve seen the category return to growth, with Mexican food in particular proving to be increasingly popular. Yet, there’s still plenty of penetration headroom. As a highly impulsive and expandable category, visibility is without doubt the most important driver. Through the Make Some Noise campaign, which is our biggest activation to date, we’ll ensure Mexican Food stays top of mind.

“This activity will help us to reach 91% of our target audience, and we’ve ensured each of these will be exposed to the campaign eight times, amplifying awareness and inspiring consumers to choose Mexican more often for a lively, tasty, yet convenient meal.”

Retailers are encouraged to stock up on Old El Paso dinner kits, salsas, dips, seasoning mixes, tortillas and chips in preparation for increased demand.