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General Mills begins Old El Paso campaign

General Mills has begun a new marketing campaign for its Old El Paso brand of Mexican food products using the new tagline, "Old El Paso Restaurante." Developed by Cossette, in collaboration with event marketing agency Mosaic, the campaign began with a live event at which 300 attendees sampled three meals from the product line, which had been prepared by members of the audience. Video from the event has been adapted into a 30-second television commercial. Additional 15-second commercials focusing on each of the meals will follow between October and March. A social media component of the campaign also uses content from the event to encourage consumers to "become Mexican chefs." Other elements include in-store materials and sampling programs, as well as public relations from Citizen Optimum Relations.

"Our research showed that a heightened awareness and passion for Mexican cuisine has become a global trend," says Lori Hatcher-Hillier, meals marketing director at General Mills Canada. "Consumers are exploring the full richness of Mexican cuisine and are embracing Mexican for all its varied flavours and tastes. By basing our communication in the excitement and spontaneity of a live event, the new Old El Paso Restaurante brand is able to capitalize on the growing popularity of the Mexican dining scene along with the energy and intimacy of the reality TV format. Our objective is to bring the fun, vibrancy and vibe of 'modern Mexican' to life for consumers while also showing them they can now easily make the restaurant food they love at home."

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