Old El Paso makes some noise

Old EL Paso 'Make Some Noise' POS material

Old El Paso has announced its biggest-ever marketing spend, with a £6m investment in its new ‘Make Some Noise’ campaign.

Centred around how Mexican cuisine brings friends and family together to connect and create ‘good noise’, the campaign kicks off with a new 30-second TV advert.

Alongside the TV campaign, the advert will be rolled out across video-on-demand and radio, and will be supported by targeted influencer activity and social media recipe content. The campaign will also be brought to life in-store through its ‘Fajita Friday’ activity, designed to grab the attention of shoppers early in their journey, and increase purchase frequency.

Chris Doe, Senior Brand Manager at Old El Paso, commented: “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.”

Old El Paso encouraged retailers to stock up on the brand’s dinner kits, salsas, dips, seasoning mixes, tortillas and chips in preparation for increased demand.