Old El Paso is setting its sights on Gen Z with its first digital-focused campaign, 'Turn It Up,' which speaks to the bold taste preferences of a new generation. This campaign plays up Old El Paso's 'Street Vibes' range, which makes it easy to create flavorful soft tacos for two in 20 minutes. The meal kit for two is positioned as a simple, satisfying choice for date nights, an evening with a friend, or just a handy option for small or single households to have on hand.
With this campaign, Old El Paso recognizes that half of Gen Z watches broadcast, and Turn It Up will run across broadcast-video-on-demand, online video, social, and digital. Throughout the fall, shoppers can also look out for in-aisle activations to entice them to try the vibrant flavors of Street Vibes.
Streetstyle Flavor Campaigns
Old El Paso's Turn It Up Entices Gen Z to Try Its Street Vibes Range
Trend Themes
1. Digital-first Marketing - Brands are increasingly prioritizing digital platforms to engage younger audiences effectively.
2. Convenient Meal Kits - The popularity of meal kits that cater to small or single households is on the rise, simplifying home cooking.
3. Broadcast-video-on-demand - Innovative advertising strategies involve integrating campaigns into broadcast-video-on-demand services to reach diverse viewers.
Industry Implications
1. Food and Beverage - The food and beverage industry continues to evolve with convenient and flavorful meal solutions that appeal to younger consumers.
2. Digital Advertising - Digital advertising is advancing with targeted campaigns that resonate across various online and social platforms.
3. Retail and In-store Marketing - Retailers are leveraging in-store activations to create immersive brand experiences that drive consumer engagement and trial.