Supported by media partners Hogarth local market Adaptations and Mindshare media agency
Old El Paso, the Mexican-inspired food brand, today launches its latest Australian campaign under its Make Some Noise Creative Platform, Sound of Connection.
The brand has partnered with their new international agency of record, VCCP London, to get more people sharing the vibrancy of Mexican food, by encouraging friends and families to turn Tuesday into Taco Tuesdays year-round.
‘Sound of Connection’ was born from the insight that sharing a hands-on meal with loved ones helps to bring down our barriers and connect, making mealtimes the original “Social Network”.
The through the line campaign puts a spotlight on the real noise that happens when we gather around the table for an Old El Paso™ meal, when coming together means a little chaos and a lot of good noise.
This noise is all made up from hundreds of individual sounds, each one a connection. From the sizzling and crunches to the chatter and clatter of plates, even the smallest sounds can be heard, making up these ‘Sounds of Connection’.
The campaign looks to buck category trends of the polished dinner table, placing emphasis instead on the reality of enjoying Old El Paso where hands-on is the only option to enjoy this flavourful meal and the cacophony of sounds and textures that come along with it.
‘Sound of Connection’ is Old El Paso’s first campaign with VCCP London and is running in Australia alongside the UK, Ireland, New Zealand, France, Spain, Portugal, Switzerland, and Norway.
It will be on TVC, VOD, YouTube, Social and Shopper. The activity will be amplified by multi-million-dollar media investment and is planned to reach over 90% of the target audiences.
At the heart of the campaign is a 30” film directed by the award-winning and BAFTA nominee Sasha Rainbow.
Bronwyn Cheng, Head of World Foods, Old El Paso, Australia/New Zealand, said: “At a time where there are many distractions in daily life, we believe sharing a meal is one of the best ways to truly connect with those you love. An Old El Paso™ meal is uniquely placed to facilitate this.
"We offer a delicious range of tacos, nachos, or burrito products that help gather everyone around the table to share a fun and vibrant Mexican meal and we hope 'Sound of Connection' will encourage more consumers to turn their next Tuesday into Taco Tuesday. Our ambition is to help bring families together and create a weekly ritual."
Ross Neil, Deputy Executive Creative Director at VCCP London: “We are excited to be working with award winning director Sasha Rainbow as she really helped convey the aim of the film, due to her unique style and vision.
"Through the power of storytelling, she has been able to highlight how noise can have an impact on how you discover enjoyment and encourages people to be loud and proud when dining.
"It’s all about the connection between food and sound that drives full volume flavour. For our first film with Old El Paso we’ve been able to create something that inspires people to come together.”
The film has been supported by media partners Hogarth local market Adaptations and Mindshare media agency.
