Old El Paso’s new Stand ‘N’ Stuff Soft Tacos Range is set to be promoted through both Facebook and BuzzFeed in a campaign created by UM London.
The ad campaign will see food-related posts sponsored by Old El Paso appearing on BuzzFeed, such as ‘Things You Hear At Every British Family Meal’, ‘People Who Are Finding Easy Things Impossibly Hard’ and ‘Messy Animals Who Will Make Your Day’.
Will Hayward, VP of Europe, BuzzFeed, said: “Brands like Old El Paso understand the value of storytelling and the importance of social sharing. We're excited to work with Old El Paso to create fun and relevant content that encourages sharing on social platforms, like Facebook."
Page post link ads on Facebook will be used to drive users towards the bespoke content housed on the BuzzFeed site.
Mark Brown, marketing manager at General Mills, owner of the Old El Paso brand, said: “This is one of the most exciting digital campaigns we’ve been involved with. By bringing together the joint of expertise of Facebook and BuzzFeed, UM London has ensured our Old El Paso brand reaches our core consumer group – on the platforms they’re using to digest content and interact socially.”
The campaign will see Facebook’s targeting and anonymised retargeting used to reach people who have previously engaged with Old El Paso content, directing users to money-off discounts.
Laura Sweeney, business director at UM London, said: “We’re delighted to be breaking the mould for Old El Paso in this new campaign. By bringing together these two powerhouses of the digital world, we’ve closed the loop between content and response – and we’re looking forward to seeing the results.”
A TV ad, which launched on 1 September, is also set to run for five weeks as part of the promotion.