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Old El Paso Launches New 'Mini' Campaign, 1 month, 2 weeks ago

Danny Trejo stars in a campaign that will take you on a "Tortilla Journey" around the world

Old El Paso Launches New 'Mini' Campaign

Old El Paso is launching a new marketing campaign to celebrate the launch of its Mini Stand ‘N’ Stuff tortillas. The 360 and truly integrated campaign is taking consumers on a “tortilla journey” around the world. The campaign comprises of eight videos, including a completely new format - a 2’52 documentary film, specifically developed for digital activation, as well as recipe videos and a TV ad. Appearing alongside social media, experiential & shopper activity, the campaign will launch on 15th August and will feature celebrity spokesman and Ambassador Danny Trejo.
Shifting from 75% spend invested in TV to a more even split of 50/50 between TV and other media, the marketing campaign follows the re-launch of regular sized Stand ‘N’ Stuff last year, which attributed to £10million retail sales (+47% yoy)*.
Aimed at 25-45yo parents, the £3.7m 360 campaign tells the story of a battle between Danny and his mini-me side-kick over which is better – the original Stand ’N’ Stuff tortillas vs the new bite sized version. They traverse the country on the ‘Grand Mini Tortilla Tour’, demonstrating the versatility of the new mini product. With this campaign, Mini Stand ‘N’ Stuff becomes the biggest and most supported Old El Paso launch to date.
The new Mini Stand ‘N’ Stuff™ Soft Flour Tortillas have been available in most major supermarkets since July. Ideal for little hands, they are ready to hold the perfect amount of filling. Specially designed in manageable bite size boats, these tortillas have a flat bottom, making them easy to fill, hold and eat. Letting people mix & match their favourite toppings and flavours, they promise all the filling with half the spilling and double the fun!
Michael Harris, Regional Marketing Director for World Food at General Mills, says: “This exciting campaign is the perfect demonstration of how versatile this new product innovation is and reflects the sense of fun and humour that we are associated with as a brand. By focusing on digital as our campaign medium, we can be as visually appealing as possible whilst targeting efficiently our key consumer audience on the media channels most relevant to them.”
Customers will also be able to claim online coupons through the website by using the #MiniMexican.

Music and Sound

Music Production: Sizzer Amsterdam

Production Company

Director: Matt Lenski

Category: Food , Fruit and vegetables

Genre: PR