Old El Paso is investing millions in a creative-lead marketing campaign, ‘Make Some Noise’, to promote its range of Mexican products.
Launching on 1 August, the brand is hoping that the £6m activity will support its on-going mission to encourage more consumers to shop the world foods fixture.
Aiming to show how Mexican cuisine can bring friends and family together, the campaign kicks off with a new 30-second TV advert, which will be supported by video on demand and radio content.
Old El Paso is also launching targeted influencer activity and social media recipe content to accompany the TV campaign and reach more consumers.
In addition, the ‘Make Some Noise’ campaign will be activated in-store through the brand’s ‘Fajita Friday’ POS, encouraging shoppers to buy Mexican food more often.
Chris Doe, senior brand manager at Old El Paso, said: “It’s an exciting time for World Foods. We’ve seen the category return to growth, with Mexican food in particular proving to be increasingly popular (Nielsen Total Coverage – Value Sales MAT TY WE 25.05.19). Yet, there’s still plenty of penetration headroom. As a highly impulsive and expandable category, visibility is without doubt the most important driver. Through the ‘Make Some Noise’ campaign, which is our biggest activation to date, we’ll ensure Mexican food stays top of mind.
“This activity will help us to reach 91% of our target audience, and we’ve ensured each of these will be exposed to the campaign eight times, amplifying awareness and inspiring consumers to choose Mexican more often for a lively, tasty, yet convenient meal (Survey carried out by Old El Paso, June 2019).”
Retailers are being encouraged to stock up on Old El Paso dinner kits, salsas, dips, seasoning mixes, tortillas and chips in preparation for the launch of the brand’s ‘Make Some Noise’ campaign.