Old El Paso teams up with Teenage Mutant Ninja Turtles for on-pack promotion

Old El Paso has announced a new partnership with Teenage Mutant Ninja Turtles, which includes on-pack promotion run on its ‘mess-free’ Tortilla Pockets range.

Running until 27 November, UK shoppers simply need to scan the QR code on a purchased pack of Old El Paso Tortilla Pockets for the chance to win a three-night family holiday to New York. There are also 100 tickets up for grabs to see Teenage Mutant Ninja Turtles: Mutant Mayhem.

The partnership will be supported by a six-figure media investment and full 360 campaign, including bespoke POS materials, in-store activations, and digital and social media activity.

Aditi Hilgers, head of meals at General Mills, said: “As the number one Mexican food brand in World Foods, we’re continuously looking for creative opportunities to engage with young families, whilst demonstrating different ways to enjoy Old El Paso.

“The Teenage Mutant Ninja Turtles are a well-known franchise with a 93 per cent awareness rate in the UK and a firm family favourite, just like Old El Paso. The nostalgic nature of the Turtles gives us an opportunity to drive excitement across the whole family, whilst supporting our retailer partners by increasing demand for Tortilla Pockets. Plus, the Turtles are renowned for their love of pizza, and you won’t find a better base for a delicious pizza pocket than our tasty, sealed-bottom tortilla!”