Old El Paso has made its first foray into laptops, phones and smart TVs across the country by launching a new ‘Turn It Up’ campaign to ramp up Gen Z interest in its new Street Vibes range.
Backed by £1.1m of investment, the new ‘Turn It Up’ campaign will run across broadcast-video-on-demand, online video, social and digital.
Further disruptive in-aisle activations designed to entice new shoppers will be live through the autumn.
The brand has also created a bumper couponing plan to get more shoppers engaging with the product.
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The bespoke social-focused messaging comes as less than half of Gen Z’s are now watching broadcast.
Street Vibes is one of the brand’s biggest launches to date, which sees soft tacos created in just 20 minutes. The concept is centred around the brand’s first ever meal kit for two people, and is perfect for duos looking to turn up the vibe.
“With Street Vibes all about turning flavour, fun and vibes up a notch, we are buzzing to bring a campaign to life that follows suit,” said General Mills UK head of meals Aditi Hilgers.
“The creative calls out what makes Street Vibes different from the rest of our much loved, well-known core range,” she continued.
“Coupled with the message that Street Vibes is the ticket for ‘turning up’ the flavour on a date or mates night, we’re confident of its massive potential to attract new younger, smaller households into Mexican who have been petitioning us to do something different.”
