Leading Mexican brand Old El Paso, with over 55% value share, has announced the launch of a new retailer campaign ‘Fresh Mexican starts here’, a pilot in-store and online programme to simplify the shopper journey and boost basket spend by placing Old El Paso products next to fresh ingredients like onions, peppers, and chicken. Having already launched into Morrisons for a six-week run, this was also rolled out to Tesco at the end of December.
As the popularity of Mexican cuisine out of home continues to grow with consumption rising by 71%, so does at home cooking making strong visibility for products in-store vital to capitalise on existing consumer demand. To help retailers capitalise on the opportunity, the campaign will position Old El Paso’s popular products in aisles prime for cross-promotion, such as placing guacamole seasoning mixes on clip strips in the fresh aisle close to avocadoes and Fajita Kits near to ingredients such as peppers and chicken. The core objective of the initiative is to help deliver uplift at the point of purchase in store and aims to increase basket spend by +19% vs the average meal.
Lindsay Hill, marketing manager for Old El Paso at General Mills UK, said: “With this campaign we are looking to add value to stores and unlock footfall. The Old El Paso range caters to transient shoppers looking for quick impulse purchases, as well as regular shoppers looking to stock up on store cupboard staples. As such, the ‘Fresh Mexican starts here’ initiative has been introduced to maximise sales, making the range both easy to find within the fresh meat, fish and vegetables aisles for impulse purchases but also prominently positioned in the world food aisle for those looking for specific ingredients.”
The campaign follows in the foot steps of successful test projects in other markets which saw an increase in penetration of fresh chicken of 6% when the Old El Paso Fajita Kit was displayed next to fresh meat aisles. Similarly, previous activities have seen volume sales of avocado double (versus previous year sales) due to insightful use of displays, sampling and racking. Meanwhile, fresh produce partnerships and promotions in other markets have delivered +29%volume increases.