This month, shoppers across the UK will be looking for healthier dinner options to counteract the festive feasting, with scores of people ditching meat and joining the Veganuary movement – a record quarter of a million signed up in 2019[1].

On a mission to highlight its vegan-friendly Smoky BBQ Fajita Kit as a fresh, fun and tasty meal choice that’s suitable for a plant-based diet, Old El Paso has announced a new £1.5million campaign ‘Fajita Friday, the Veggie Way’.

The UK’s number one Mexican food brand[2] will return to TV screens throughout January alongside radio and VOD advertising, shopper marketing in the major multiples and convenience channel, plus a social campaign engaging veggie and vegan influencers.

Lindsay Hill, Marketing Manager, Old El Paso said: “With January a key time to go vegetarian or vegan, it’s the perfect opportunity to showcase the natural link between Mexican and vegetables and offer shoppers a fresh, colourful meal solution.

“Our new ‘Fajita Friday – The Veggie Way’ campaign also demonstrates how brilliantly customisable Mexican meals are; meat can be swapped out for extra veggies or healthier protein substitutes to cater for the whole family.”

Old El Paso’s ‘Fajita Friday – The Veggie Way’ runs until 30th January.

[1] Veganuary 2019 results

[1] Nielsen, 25w/e 23.11.2019

[1] Veganuary 2019 results

[2] Nielsen, 25w/e 23.11.2019

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