General Mills is preparing to kick off a £6m campaign for Old El Paso – the Mexican food brand’s biggest to date.
Called ‘Make Some Noise’, the “massive” push was twice the investment seen last year for Old El Paso, said General Mills.
Set to make its debut on 1 August with a 30-second TV advert, it centred on “how Mexican cuisine brings friends and family together to connect and create good noise” the supplier added. “A recent study revealed that Mexican meals trigger more laughter [than other dinners] and encourage families to turn off the TV.”
Ads will also run on VOD and radio, supported by targeted influencer activity, recipes on social media, and in-store ‘Fajita Friday’ events.
It came at “an exciting time for world foods” said Chris Doe, senior brand manager at Old El Paso. “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.”
‘Make Some Noise’ would help Old El Paso “reach 91% of our target audience” he added.
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