Mexican food brand Old El Paso has extended its partnership with the NFL for a second year.
The ongoing campaign encourages NFL fans to enjoy the snacking occasion American football brings, with classic Old El Paso Nachos the go-to snack of choice for game day.
This is highlighted through the campaign’s ‘Make Some Noise for Crunch Time’ tagline, which nods to NFL lingo while referencing Old El Paso’s ‘Make Some Noise’ brand ethos.
Supported by a significant marketing spend, the partnership will take a two-pronged approach, that kicks off with an Old El Paso presence at the London Games, this year held at Tottenham Hotspur Stadium. The Jacksonville Jaguars will play the Buffalo Bills on Sunday 8 October, with the Baltimore Ravens facing the Tennessee Titans a week later. The brand’s presence will be bolstered by digital, social and influencer activities.
Old El Paso will subsequently always be on TV throughout the Super Bowl LVIII season, which concludes on 11 February 2024, with supporting social, influencer and shopper activities.
The UK is one of the fastest-growing markets in the world for NFL, with 14.3 million fans – 20% of the UK population.
Aditi Hilgers, Head of Meals at General Mills, said: “The NFL is one of the most powerful sports brands in the world. Going beyond just the sport, it connects people in the joy of the game through the entertainment that it provides.
“With 34% of sports fans more likely to purchase from NFL sponsors, our official partnership is a fantastic opportunity for us to retain that top-of-mind brand association. We share an authentic mission and sense of community with the NFL, and we look forward to showcasing this once more as we embark on this second-year sponsorship.”
