Old El Paso has launched ‘Turn it Up,’ a new £1.1m campaign to support its Street Vibes range.
Running until November, the campaign is live across video on demand, online video, social and digital in a bid to capture the younger audience that has turned its back on broadcast TV.
It also includes in-store activities, and an extensive couponing plan designed to get Street Vibes products into as many hands as possible.
Turn It Up taps into the opportunity presented by the UK’s 8.3 million two-person households that typically consist of younger, pre-family shoppers.
Street Vibes is one of Old El Paso’s biggest launches to date, putting street-style soft tacos on the menu in 20 minutes – with a wide range of soft taco kits, sauces and spice mixes targeted at couples looking for street food-inspired flavours.
Aditi Hilgers, Head of Meals at Old El Paso brand owner General Mills, commented: “With Street Vibes all about turning flavour, fun and vibes up a notch, we are buzzing to bring a campaign to life that follows suit.
“The creative calls out what makes Street Vibes different from the rest of our much loved, well-known core range. Coupled with the message that Street Vibes is the ticket for ‘turning up’ the flavour on a date or mates night, we’re confident of its massive potential to attract new younger, smaller households into Mexican who have been petitioning us to do something different.”
