Beyond fajitas

Mexican food goes far beyond fajitas, but foodies in the UK need a bit of a push to get inspired and dive into the kitchen. For the Old El Paso separates range we created a content-led campaign to inspire our audience to look beyond the ingredient kits.

Foodies go online to specialist websites and social media for inspiration. We created a content-led campaign for these platforms. Inspiring recipes and a partnership with Food Network were at the heart of the campaign with spin-offs and more entertaining content for social media. The content was published over 8 themed weeks, such as ‘breakfast’, ‘beans’ and ‘desserts’.

Besides creative direction and heading up the project, I was deeply involved in the recipe development and wrote all the recipes. We based the recipes on desk research around food trends like fusion food, Google trends analysis and social listening to determine best time of the day, and of course a lot of testing, ending up in eating Mexican food for weeks…

Content

We created 30 recipe videos featuring Andy Bates, from Beer-Braised Chicken Tacos to Chili Chocolate Quesadillas. The recipes were pushed out through the Food Network partnership online, as a Food Network AFP, and on Old El Paso’s own social media channels.

Spin-offs from the content, like shortened recipe videos and cinemagraphs were published on the social media feeds of Old El Paso and Food Network. Food Network additionally created a competition, quizzes and listicles.

Cinco de Mayo Experiential

To celebrate Cinco de Mayo, we brought the campaign to life in Victoria station in Central London. Andy Bates prepared 4 of the recipes featured in the series, sampling them out paired with a recipe card, inspiring morning commuters with breakfast and evening commuters with more hearty dishes. In the evening he delivered cooking demonstrations for food bloggers. ,