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Old El Paso launches Team GB campaign for the Paris 2024 Olympic Games with biggest ever integrated marketing push

The UK’s number one Mexican food brand[2], Old El Paso, has announced a stand-out campaign as part of its continued partnership with Team GB as part of the highly-anticipated 2024 Paris Olympic Games. The link-up kicks off this month with the brand’s biggest shopper marketing campaign to date, complete with a nationwide on-pack promotion across its entire portfolio, as well as a full-stack digital and social campaign featuring a raft of popular brand ambassadors from Team GB to rally the nation.

Designed to bring households together over delicious food as they cheer on their sporting heroes, the ‘Make Some Noise for your Home Team’ campaign is also offering the chance for fajita fans to win VIP tickets to experience the Games in person. Consumers simply scan the QR code on their participating Old El Paso packs to enter the draw throughout April to June.

Alongside the promotion, the partnership will be brought to life throughout the summer via a multi-million-pound media investment featuring its Home Team Heroes: Double Olympic swimming champion Tom Dean OBE, silver medal winning weightlifter, Emily Campbell, three time Olympic medallist and diving sensation Jack Laugher MBE and current BMX Olympic gold medal winner, Bethany Shriever. 

Head of Marketing at Old El Paso, Aditi Hilgers, said:We are thrilled to be bringing to life our biggest ever partnership campaign with Team GB as we look to support our Old El Paso Home Team Heroes representing Great Britain on the world’s biggest stage. As a brand that celebrates connection and community, we believe in celebrating the unique flavours and extraordinary talent that each individual brings to the metaphorical table.”

[1] Nielsen Scan L52W, WE 27.05.2023

[2] Nielsen Scan L52W, WE 27.05.2023

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