Old El Paso has unveiled its new ‘Sound of Connection’ campaign, the latest promotion to sit within its ‘Make Some Noise’ creative platform.
The campaign – running until the end of March – intends to inspire the nation to ‘Dine Loud and Proud, highlighting the ‘fun and joy’ that can be shared around the dinner table.
According to the Mexican food brand, 92% of consumers have said that digital devices reduce the likelihood of conversation during dinner. This 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 integrated campaign will roll out via TV, social, radio and in-store channels.
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“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,” General Mills head of meals Aditi Hilgers said.
“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!
“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.”
