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Gordon Young
Editor-in-chief at The Drum

Old El Paso decides on bank holiday campaign based on the weather forecast

Mexican food brand Old El Paso has launched the second phase of its ‘Bring on La Fiesta’ digital outdoor campaign this bank holiday weekend.

Working with digital agency Work Club, two campaigns were developed with the launch weekend’s weather forecast in mind; one for the usual dreary weather and an alternative for a scarce sunny weekend.

With more rain set for Britain, the campaign with the tag-line “Another damp BBQ? Fajitaboutit” showing a fajita under an umbrella was chosen. The creative has focused on determined families and friends who have come together to celebrate the August bank holiday with one last BBQ- despite the wet weather.

Alongside broadcast media, the campaign is being supported by digital outdoor activity including Transvision and large format digital city screens.

Ben Mooge, creative partner at Work Club commented: "Bank holiday rain? Fajitaboutit. Flash flooding? Fajitaboutit. In-laws for dinner? Fajitaboutit. I told you it was catchy."

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