Old El Paso approached their Team GB sponsorship to support its core ambition of growing habitual moments with families, driving consideration of Mexican mealtimes. The Olympics was the perfect opportunity to uniquely tap into a cultural moment and celebrate the Olympic energy via family connection and togetherness, in a way that was unique to the brand.
The strategy landed on the rousing moments when the ‘team’ comes together, whether that’s Team GB or your ‘team’ around the table. Eating is a team sport, and everyone brings their own unique flavour. With Mexican, everyone can modify their dish based on individual flavour preferences, and every family member has a unique role to play in the prep and at the table. Whoever your ‘Home Team’ is, Old El Paso wants to celebrate them….
This Paris 2024 Olympics, Old El Paso rallied the nation to ‘Make Some Noise for Your Home Team’.
The campaign took the spirit of Olympic togetherness, the uniqueness of family connection and the power of mealtime moments to inspire audiences to enjoy the Games, celebrate individual personalities and get their home teams around the dinner table.
The integrated campaign had authentic content at its centre across Digital (OLV, YouTube, Radio, Organic & Paid Social and PR) and an on-pack competition to win VIP tickets to the Paris 2024 Olympic Games, with plenty of POSM in-store
We created over 40 bespoke pieces of content, celebrating our athletes’ unique flavours, making noise for the on-pack competition, earning 43M+ paid campaign reach.
