Today, UM London launches a unique collaboration between Facebook and BuzzFeed to drive awareness and engagement around Old El Paso’s new Stand ‘N’ Stuff Soft Tacos Range.
Developed by UM London, the campaign combines the engagement and reach of Facebook with BuzzFeed’s viral expertise to deliver a series of humorous custom content posts that bring to life the energy and fun of the Old El Paso brand.
As well as shining a light on the liveliness of British family mealtimes, the posts will highlight the benefits of the Stand ‘N’ Stuff Soft Tacos.
The campaign will use Facebook’s smart targeting and anonymised retargeting to reach people who have previously engaged with Old El Paso content on both platforms, directing users to store via Facebook Offers with unique money-off discounts.
A broader five-week TV campaign launched 1 September will run in parallel to the digital campaign alongside search and YouTube activity.
BuzzFeed posts will drive home key product benefits with themes including, ‘Things You Hear At Every British Family Meal’, ‘People Who Are Finding Easy Things Impossibly Hard’ and ‘Messy Animals Who Will Make Your Day’.
Mark Brown, Marketing Manager, General Mills, said: “This is one of the most exciting digital campaigns we’ve been involved with. By bringing together the joint of expertise of Facebook and BuzzFeed, UM London has ensured our Old El Paso brand reaches our core consumer group – on the platforms they’re using to digest content and interact socially.”
Laura Sweeney, Business Director, UM London, said: “We’re delighted to be breaking the mould for Old El Paso in this new campaign. By bringing together these two powerhouses of the digital world, we’ve closed the loop between content and response – and we’re looking forward to seeing the results.”
Matthew Forrester, Agency Partner at Facebook, said: “This partnership perfectly blends BuzzFeed’s content expertise with Facebook’s reach and engagement to create a stand out campaign for Old El Paso. The range and breadth of audience types available on Facebook provides great scope for storytelling and makes it the ideal platform for brands to create richer and more personalised experiences.”
Will Hayward, VP of Europe, BuzzFeed, said: “Brands like Old El Paso understand the value of storytelling and the importance of social sharing. We're excited to work with Old El Paso to create fun and relevant content that encourages sharing on social platforms, like Facebook."