General Mills has appointed VCCP its agency of record for the Tex-Mex-style Old El Paso brand across international markets, following a three-way pitch handled by Oystercatchers.
VCCP has been briefed to 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.
Work on the account will commence immediately, with the first global campaign due to go live in January 2023.
The account will be run out of VCCP headquarters in London, and along with VCCP’s With eight international offices, the agency network will evolve the brand’s ‘Make Some Noise’ branding. The account was previously run by BBH London.
Old El Paso’s range includes dinner kits, tacos and tortillas, taco seasoning, sauces, condiments, rice, and refried beans.
Old El Paso international business unit director Berengere Dupui 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 foods and establish the brand a top ten 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.”
VCCP managing director Roly Darby 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.”
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