Old El Paso has announced a new hero partnership with family favourite franchise, Teenage Mutant Ninja Turtles, which sees an exciting on-pack promotion run on the leading Mexican food brand’s ‘mess-free’ Tortilla Pockets range.
From 27th July to 27th November, UK shoppers simply need to scan the QR code on a purchased pack of Old El Paso Tortilla Pockets for the chance to win a three-night family holiday to New York. Aside from the main prize, 100 tickets will be up for grabs to see Teenage Mutant Ninja Turtles: Mutant Mayhem, in cinemas now.
Designed to appeal to young families and recruit more households into the category, the activity leverages the nostalgic, cultural moment reignited by the Turtles characters and new film. Poised to take the summer holidays by storm, the new motion picture is set to be a hit with both children and adults who grew up watching the beloved franchise.
The partnership will be amplified by a six-figure media investment and full 360 campaign, including bespoke POS materials, in-store activations, and digital and social media activity, to ensure every shopper picks up a Tortilla Pockets pack.
Old El Paso launched its innovative Tortilla Pockets range to resolve a consumer pain point around ‘mess’ in Mexican and make the meal experience easier than ever. The sealed bottom wraps are perfect for adventures on-the-go, with great lunchbox potential too.
Aditi Hilgers, Head of Meals at General Mills, said: “As the number one Mexican food brand in World Foods[1], we’re continuously looking for creative opportunities to engage with young families, whilst demonstrating different ways to enjoy Old El Paso.
“The Teenage Mutant Ninja Turtles are a well-known franchise with a 93 per cent awareness rate in the UK[2] and a firm family favourite, just like Old El Paso.
“The nostalgic nature of the Turtles gives us an opportunity to drive excitement across the whole family, whilst supporting our retailer partners by increasing demand for Tortilla Pockets. Plus, the Turtles are renowned for their love of pizza, and you won’t find a better base for a delicious pizza pocket than our tasty, sealed-bottom tortilla!”
[1] Nielsen World Foods Report, WE 26.11.22
[2] NRG Research
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