Skip to content
Search
AI Powered
Latest Stories

Old El Paso hears 'Sound of Connection' in new campaign

Old El Paso hears 'Sound of Connection' in new campaign

Mexican food brand Old El Paso has kicked off 2023 with the latest campaign to sit within its category-defining "Make Some Noise" creative platform.

Celebrating the exhilarating noise that happens when sharing a delicious Old El Paso meal with friends and family, "Sound of Connection" will inspire the nation to "Dine Loud and Proud" and encourage people to turn more Fridays into Fajita Fridays.


With the launch now live and initially running through to the end of March, the campaign seeks to highlight the fun and joy that can be shared around the dinner table. 92 per cent of consumers say that digital devices reduce chatting over dinner, so the new creative highlights that Old El Paso’s full volume dining re-focuses 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", while shaking up the UK’s meal planning in a way that’s affordable, versatile and fun.

The television campaign will be complemented by a broad mix of activity across a range of on-the-go, audio-friendly media including Spotify and radio – bringing to life all the chopping, dicing and dolloping fun of Fajita Friday. A strong digital presence will also be maintained on leading social media channels such as TikTok and Instagram, supported by digital videos and video-on-demand for maximum reach and consumer awareness.

Shoppers will be targeted in store and online, with activations including bundle offerings in partnership with Coca-Cola, great value promotions and vibrant POS. The brand is investing heavily over the course of the campaign, reaching over 95 per cent of the brand’s target audience.

“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," said Aditi Hilgers, Head of Meals at General Mills.

"Our through the line campaign puts a spotlight on the real noise that happens when we gather around the table with Old El paso – we want to engage and encourage more consumers to discover the vibrancy of a Mexican meal and turn their next end of week meal into a Fajita Friday!

"The new campaign launches across integrated media channels that are particularly suited to "sound" environments to really drive home The Sound of Connection and put a spotlight on the wonderfully dynamic noise that happens when we all gather around the table for an Old El Paso feast.

"Old El Paso is committed to making family meals as convenient, fun, and memorable as possible. 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.”

More for you

royal warrant

Diageo brands granted five Royal Warrants to the King

Diageo said five Royal Warrants of Appointment to His Majesty the King have been granted to its brands for the supply of spirits and wines to the Royal Household.

These Royal Warrants are granted to: Justerini & Brooks as Wine & Spirits Merchants, John Walker & Sons (Johnnie Walker) and Royal Lochnagar for Scotch Whiskies, Tanqueray Gordon & Company (Tanqueray and Gordon’s) as Gin Distillers, and The Pimm’s Company.

Keep ReadingShow less
hancocks Loughborough 3

Hancocks unveils 2025 Valentine’s Day launches


Leading confectionery wholesaler Hancocks has revealed their 2025 Valentine’s Day confectionery collection.

Keep ReadingShow less
Rockstar energises multibuy with new “2 FOR £2” PMP

Rockstar energises multibuy with new “2 FOR £2” PMP

To offer better value to shoppers and to help retailers encourage basket spend, Rockstar Energy is launching a new price-marked pack (PMP) proposition across its range. Available from the new year, Rockstar’s “£2 for £2” PMP aims to provide greater value for shoppers, particularly appealing to frequent energy drink buyers.

Stimulant energy drinks are growing by 5.8 per cent year on year and are adding the most value (£50.3m) to convenience. PMPs play a key role in communicating value to consumers, with 51 per cent of shoppers feeling reassured that they are not being overcharged when purchasing PMPs. Rockstar Energy is well-positioned to support the convenience channel. The new multibuy PMP aims to boost sales and drive basket spend by offering energy drink customers greater value across popular Rockstar flavours.

Keep ReadingShow less
KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts has partnered with darts sensation Luke Littler, marking a bold move to unite the fans’ favourite snack with this festive season’s most electrifying sportsman.

The collaboration brings together two icons – Luke, a trailblazer in the world of darts, and KP Nuts, the perfect snack for any sporting or social occasion. With Luke “The Nuke” Littler continuing to grow as a global phenomenon, the partnership is part of KP Nuts’ strategy to drive awareness and unlock opportunities within the on-trade and convenience and impulse sectors during the festive season and beyond.

Keep ReadingShow less
Wall’s Pastry announces charity partnership with Action Against Hunger

Wall’s Pastry announces charity partnership with Action Against Hunger

Leading sausage roll brand Wall’s Pastry has announced a new charity partnership with Action Against Hunger, pledging to donate 5p from every pack sold of its 10x55g sausage rolls.

Funds raised through the initiative will support Action Against Hunger’s work to tackle hunger in areas of high poverty across the UK.

Keep ReadingShow less