old_el_paso_endframe_300dpiOld El Paso, the UK’s No. 1 Mexican brand* from General Mills UK, is inviting consumers to chase after great Mexican cuisine with an exciting new TV advert for its Old El Paso Beef and Bean Chilli Burritos which offer consumers a fun and fresh way to make and enjoy the family favourite, chilli con carne. The advert is airing nationally on satellite and terrestrial channels for eight weeks from mid-March throughout the summer.

The advert centres on the ‘Annual Burrito Chilli Chase’ in Ilkwood. The madcap event features people, some in fancy dress, racing through the countryside, competing to carry the chilli pot over the finishing line and win the prize of making the first burrito. Following the chase, everyone joins in the celebrations with ‘burritos all round’ as the advert finishes with the brand strap line ‘Share the Fun’, inviting consumers to use Old El Paso Beef and Bean Chilli Burritos to recreate this lively atmosphere.

Ed Culf, Marketing Director at General Mills UK, says: “Old El Paso is bringing all the fun, flavour and experience of Mexican food to people across the country. We’ve made fajitas, enchiladas and tacos firm family favourites and now we’re getting behind our unique burrito dinner kit.

“This new advert is part of the £5.5 million investment for the total brand.  We are investing in heavyweight marketing support, spearheaded by national TV, to ensure that Old El Paso continues to drive the Mexican category. We know TV advertising works extremely well for Old El Paso, as previous campaigns have delivered double digit uplifts.”

With +11.6% year-on-year growth, Old El Paso is a £73.7m brand (vs £66m last year)* which shows that people believe that Old El Paso delivers a fun Mexican meal experience.

*Source: IRI Total Grocery Outlets, 52 w/e 20 February 2010

General Mills UK & Ireland

For all trade enquiries, please call 01895 201 367

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