General Mills has today announced the appointment of VCCP as its agency of record for brand Old El Paso across International. As partner agency, VCCP will deliver international campaigns across key markets including the UK, France and Australia and will be responsible for campaign development, amplification and strategic direction of the brand. The pitch was won after a competitive 3 way pitch and work on the account will commence immediately with the first global campaign for the brand set to go live in January 2023. Oystercatchers oversaw the search & selection process.

The account will be run out of VCCP Headquarters in London and the international integrated communications network has been tasked with bringing Old El Paso’s core purpose to life, evolving the ‘Make Some Noise’ platform.

Old El Paso’s purpose is to provoke & inspire the ‘good noise’ that happens when people truly connect and their Mexican inspired range is one consumers know and love, sitting at #1 Brand Equity across within the World Food’s Category.

Berengere Dupui, International Business Unit Director, Old El Paso, said: ‘Although Old El Paso is a brand that has a history reaching back over 100 years, there is an exciting opportunity to go beyond a leader within World Food’s and establish the brand a top 10 family favourite. Throughout the pitch process, the VCCP team demonstrated an ability to be a true partner in understanding our strategic need to cut through a cluttered market and we look forward to working in partnership with them moving forward’

Roly Darby, Managing Director at VCCP added: ‘We’re incredibly excited to be working with such an iconic brand as Old El Paso and very much looking forward to launching the new campaign early next year.

This article was originally published on VCCP.