Old El Paso in new live brand experience

Date: 27/10/2010

Mexican food specialist Old El Paso has embarked on a nationwide live brand experience that will remind consumers of the joys of fajitas and burritos.

The campaign marks the first live brand experience that the food firm has created in a decade, reports Event magazine.

General Mills, the owner of Old El Paso, is hoping to use the marketing drive to boost sales of its Super Mild Extra Tasty Fajitas.

The live brand experience campaign was launched on October 19th and will visit a huge number of retailers over the course of the next six weeks.

Old El Paso will be focusing on suburban areas as the company attempts to engage with its core market of families.

Earlier this year, Old El Paso teamed up with Corona Extra beer to launch a major UK promotion at Tesco.

At the time Andy Foweather, sales director for General Mills UK, said: "Like Corona Extra, Old El Paso is a brand that has cross-cultural appeal and aims to become synonymous with fun and socialising at meal-times."

Written by Jo Morgan ADNFCR-2060-ID-800161387-ADNFCR