Old El Paso has kicked off 2023 with the latest campaign in its ‘Make Some Noise’ creative platform.
Live now and running through to the end of March, ‘Sound of Connection’ seeks to highlight the fun and joy that can be shared around the dinner table.
A new TV ad aims to demonstrate that eating Old El Paso refocuses attention on the dinner table, because “you can’t be on your phone when both hands are holding a fajita”. The campaign overall reflects changing consumer dining patterns and highlights the brand’s ambition to create authentic ‘togetherness’.
The television campaign is complemented by a broad mix of activity across Spotify, radio, TikTok, Instagram, digital and video-on-demand.
Shoppers will be targeted in store and online, with activations including bundle offerings in partnership with Coca-Cola, promotions and POS. The brand is investing heavily over the course of the campaign, reaching over 95% of its target audience.
Aditi Hilgers, Head of Meals at General Mills, said: “Sound of Connection was born from the insight that sharing a full-volume, hands-on meal with loved ones helps us remove barriers and connect more intimately with friends and family.
“The new campaign is set to expand demand for the brand’s broad Mexican food portfolio, so retailers should ensure they are fully stocked to avoid missing out on sales.”
