Mexican-inspired food brand Old El Paso has launched the latest instalment in its ‘Make Some Noise’ creative platform with a tantalising 30-second spot that celebrates how good food can bring us all together.
Developed by Old El Paso’s international agency of record, VCCP, the campaign aims to get more people to share in the vibrancy and culinary inspiration that Mexican food can provide by turning Fridays into ‘Fajita Fridays’.
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Marking VCCP’s inaugural work for Old El Paso since it was appointed by parent company General Mills, ‘Sound of Connection’ will run across a range of markets internationally, including the UK, Ireland, Australia, New Zealand, France, Spain, Portugal, Switzerland and Norway.
“At a time where there are many distractions in daily life, we believe sharing a meal is one of the best ways to truly connect with those you love,” Old El Paso international business unit director, Berengere Dupui said.
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“An Old El Paso meal is uniquely placed to facilitate this and we hope ‘Sound of Connection’ will encourage more consumers to turn their next Friday into Fajita Friday, helping us meet our ambition of becoming a family ritual.”
Backed by a six-figure media investment, the campaign is expected to reach 90% of its target audience, running across a wide range of media, namely TV, social media, YouTube, digital out-of-home and retail activations.
VCCP deputy executive creative director, Ross Neil added: “We are excited to be working with award winning director Sasha Rainbow as she really helped convey the aim of the film, due to her unique style and vision. Through the power of storytelling she has been able to highlight how noise can have an impact on how you discover enjoyment and encourages people to be loud and proud when dining.
“It’s all about the connection between food and sound that drives full volume flavour. For our first film with Old El Pas we’ve been able to create something that inspires people to come together.”
