Old El Paso has launched a new campaign to help the UK start the weekend with a fajita-sized bang.
The ‘Unbox (Fajita) Friday’ campaign is centred on inspiring families to turn Fridays back into a weekly event that cannot be missed – one that involves, food, family time and fun to kick off the weekend.
Along with consumer PR activity, Old El Paso has engaged a range of family and lifestyle influencers to help spread the word that Friday = Fajitas. The ambassadors will create inspiring food and recipe content throughout the week to encourage people to get involved, with a variety of ‘Unbox Friday’ Instagram GIFs and stickers also now live.
The Mexican food brand will also hit the airwaves till mid-March on Kiss and Hits Radio.
This media blitz is expected to see Old El Paso reach more than nine million of its 15+ aged audience, and more than seven million 21 to 54-year-olds, with a combined social reach of one million.
Sarah Hanley, Brand Experience Manager at Old El Paso, said: “Through Unbox Friday we’re encouraging families and households to reclaim their Friday nights, and kick off the weekend together in style with an Old El Paso Fajita Kit.”