The Project​

Old El Paso is a well-known brand specialising in Mexican food products, particularly tacos, tortillas, salsa, and seasoning mixes. Established in the United States in 1917, it has become synonymous with Tex-Mex cuisine and is marketed globally. Its products are popular for home cooking, offering convenience and authentic flavours for Mexican-inspired dishes.

Since taking on Old El Paso I have used a range of visual imagery to emulate the brand's values and expression to grow their online social presence. Using a mix of elements, recipe content, relatable visuals, and content to boost community engagement. Cautious of overly branded feed feeling over-commercialised and inauthentic, I tried to steer away from this and focus on relatable target audience content. As well as increase giveaway/competition content and promotions at supermarkets. Additionally sticking within the 4 content pillars of Taco Tuesday, Sound of Connection (Noisy Meals), Something Shared and Promo driving. Doing a merch giveaway was fun to learn how to create merchandise that perfectly aligns and conveys the brand's messaging through clothing and other items, and seeing the whole social strategy behind running a giveaway.