Old El Paso is to roll out a new outdoor and digital campaign to celebrate the upcoming Jubilee weekend and encourage consumers to spend the long-weekend holiday with friends and family.
The creative has been devised by Workclub, while UM London has handled the brand and media strategy, with a new TV advert featuring the line ‘Bring on la Fiesta!’.
A targeted outdoor campaign will also run in London, aiming to capitalise on visitors to the city during the bank holiday, running across roadside and underground 48s, T sides on London buses and national Transvision screens.
Crowds will also be encouraged to participate in a celebratory Mexican wave through the use of screens at the official Jubilee viewing.
A Facebook campaign will also aim to engage social media users.
Ed Culf, Marketing Director at General Mills, parent company of Old El Paso, commented: “The upcoming campaign is the start of a fresh and exciting new communications approach for Old El Paso in 2012. The brand sits at the heart of friend and family occasions, so the Jubilee weekend, as the kick-off event to the ‘Summer of Euphoria’, is the perfect time to engage our consumers.”
Laura Sweeney, business director at UM London, added: “Our brand strategy for 2012 has sociability and conviviality at its core so we’ve embedded this in the fabric of the plan. We’re using media to position Old El Paso at the centre of the celebrations, both in the heart of London through our outdoor plan and in the buzz of conversation online’