Old El Paso: Mess free hero

Tex-Mex-style food brand Old El Paso grew brand awareness, engagement and purchase intent in the US with a TikTok launch campaign for its new Tortilla Pockets that reimagined a 1980s Foreigner hit.

Campaign details

Brand: Old El PasoAgency: MindshareRegion: North America

Strategy

Objective

  • Launch Old El Paso's (OEP) new Tortilla Pockets to break through in a cluttered category.
  • Drive awareness of the product & amplify key, differentiated benefits (i.e., sealed bottom with less mess).
  • Deliver playful experiences & place OEP into ownable cultural moments that establish brand distinctiveness.

Target Audience

Tacos are a messy dinnertime staple, and we knew that our "Funstigator Parents" were looking to spend less time worrying about taco mess and more time focusing on family fun, inspired by great recipes. We also knew...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands