#MessFreeChallenge for Old El Paso - Best FMCG/Retail Campaign Winner - Thinkerbell - The Independent Agency Awards 2021

Campaign Summary:

Old El Paso’s #MessFreeChallenge campaign was a launch of their biggest product innovation in 7 years: Tortilla Pocket’s. Thinkerbell tapped into a cultural moment in tennis to launch a sports influencerled social initiative as tennis stars were challenged to play whilst holding and eating the new Tortilla Pockets with zero spills. As engagement increased, the product launch transformed into a worldwide social influencer charitable movement with 100,000 kits donated globally, re-uniting the tennis community for a great cause. With a budget of €320,000, #MessFreeChallenge resulted in 50 million social accounts being reached and generated an earned reach of over 1.2 billion PR impressions globally.

- Thinkerbell​