This January the most loved Mexican-inspired food brand is launching its latest campaign under their Make Some Noise Creative Platform, ‘Sound of Connection’. Old El Paso™ has created the campaign with the help from international agency of record, VCCP, to get more people sharing the vibrancy and inspiration of Mexican food, more often by encouraging friends & families to turn Fridays into Fajitas Fridays.

‘Sound of Connection’ was born from the insight that sharing a hands-on meal with loved ones is an enabler 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 & clatter of plates, even the smallest sounds can be heard, making up these ‘Sounds of Connection’. The campaign looks to buck category trends of picture perfect family life, placing focus on the reality of enjoying Old El Paso™ where hands-on is the only option to enjoy this flavourful meal.

‘Sound of Connection’ is the first campaign since General Mills appointed VCCP as the Old El Paso™ international agency of record. The campaign will run internationally across the UK, Ireland, Australia, New Zealand, France, Spain, Portugal, Switzerland and Norway. The activity will be amplified by six-figure media investment and is planned to reach over 90% of the target audience.

At the heart of the campaign is a 30” film directed by the award-winning and BAFTA nominee Sasha Rainbow. This is accompanied by a variety of through the line assets, including Social, YouTube, DOOH, Digital Display and Shopper Display, making the campaign unmissable in market.

This article was originally published on VCCP. Oystercatchers oversaw the agency search and selection process for General Mills in 2022.