Old El Paso ‘turns up’ with VCCP in new campaign adobo Magazine [Video]

LONDON, UK — This weekend, Old El Paso burst onto laptops, phones and smart TVs across London with its vibrant new “Turn it Up” campaign, designed to amplify the launch of the iconic brand’s Street Vibes range via a bespoke channel mix built with smaller households in mind. 

Running until November, Old El Paso’s “Turn It Up” campaign by VCCP is backed by over £1.1 million investment and is live across BVOD, OLV, social and digital – a bespoke plan to reach a younger audience, with less than half of Gen Zs now watching broadcast TV. The campaign hinges on the idea that the buzz and vibrancy of Mexican street food restaurants offer a feast for the senses, that in turn amplifies the eating experience beyond the norm. The brand new, fast-paced creative therefore captures these fun and flavorful Mexican Street Food “vibes,” that the range can unlock any night of the week.

There are over 8.3 million two-person households …