Old El Paso unveils Veganuary campaign

Old El Paso, Mexican food brand from General Mills, has unveiled a new Veganuary campaign highlighting its vegan-friendly Smoky BBQ Fajita Kit.

The £1.5million campaign ‘Fajita Friday, the Veggie Way’ will see the brand returning to TV screens throughout January.

This will be complemented by radio and VOD advertising, shopper marketing in the major multiples and convenience channel, plus a social campaign engaging veggie and vegan influencers.

Lindsay Hill, marketing manager for Old El Paso, said: “With January a key time to go vegetarian or vegan, it’s the perfect opportunity to showcase the natural link between Mexican and vegetables and offer shoppers a fresh, colourful meal solution.

“Our new ‘Fajita Friday – The Veggie Way’ campaign also demonstrates how brilliantly customisable Mexican meals are; meat can be swapped out for extra veggies or healthier protein substitutes to cater for the whole family.”