Old El Paso activated its Team GB partnership and promoted its fajita meal kit through an athlete fronted UK cause campaign seeking to drive FareShare food donations to help UK families in need.
To combat hunger in the UK during the current economic, cost of living crisis, the #FajitaFriYayChallenge is fronted by a strong team of British Olympians: including multiple Olympic gold medallists Dame Laura Kenny, Max Whitlock OBE, Helen Glover MBE and Tom Dean MBE.
The activation, which leverages Old El Paso’s largest ever UK sports partnership as the Official Meal Kit of Team GB ahead of the Paris 2024 Olympic Games, was developed in harness with creative agency Space.
It was launched from 24 June through an integrated campaign spearheaded by a hero spot and supported by social content and PR all linked to an additional donation of 10,000 fajita meal kits to FareShare.
After an 10,000 fajita meal kits donation to the UK’s largest charity tackling hunger and food waste, FareShare, Old El Paso and Team GB stars invite the whole country to create their very own ‘Fajita FriYAY’ moment on social media (Instagram, TikTok and Twitter) to help them double the meal kit donations.
The idea is to turn ‘Fridays into FriYAYs’ and the UK’s leading Mexican food brand is encouraging people to add theor own support by singing and rapping their own best ‘Fajita FriYAY’ moment.
The four-week initiative invites the country to help double the number of meal kit donations by sharing their own best ‘Fajita FriYAY’ moment on social media. For each consumer-created entry – featuring dancing, rapping or singing – tagged @OldElPasoUK, @TeamGB and #FajitaFriYayChallenge the brand will donate an additional fajita meal kit to FareShare. The umbrella aim is to achieve 20,000 total meal kit donations.
Agency Space handled all creative asset development and also recruited and managed a team of micro and nano influencers to further amplify and boost the campaign.
“With rising costs of living, we’re all having to save the pennies and a vast majority of families across UK are impacted,” said parent company General Mills Europe and Australiasia Marketing Director Mark Brown. “We might be going out less this summer, but that doesn’t mean we should be having less fun. After a long week, Friday should be the one day we can all look forward to, which is why we have created the #FajitaFriYayChallenge as a fun way to turn Fridays into FriYAYS while doing our bit supporting those in need by channeling vital meal kit donations through our partners at FareShare. Our challenge marks the start of our journey in our partnership with British Olympic Association, coming together ahead of the Paris 2024 Olympic Games to ‘bring good noise’ with Team GB so stay tuned for what’s next.”
Space Head Of Client Services Sean Kelly added: “Old El Paso is a brand rooted in generosity and community whose ethos is “making good noise in the world through connection”. It’s been a pleasure bringing this to life working with our Team GB athletes in support of FareShare who continue to address food insecurity in the face of the current cost of living situation”.
Comment
This new Old El Paso ‘Fajita FriYAYs’ certainly builds on the brand’s much praised and awarded #MessFreeChallenge (also part-created by Space and linked to FareShare) which was a 2021 European and Australian basketball-themed activation featuring Nick Kyrgios, Andy Murray, plus Ashley and Jordan Banjo promoting Old El Paso Tortilla Pockets which primarily ran on social media and which included a live event at Westfield which saw people show off their own slam dunk hoops skills.
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