Client: Old El Paso

Project: Sales promotion in-pack recipe booklet

Brief:

Old El Paso asked us to design a promotional device that would encourage loyal consumers to experiment across the range of Old El Paso products throughout the summer months.

Insight:

Old El Paso’s strapline is ‘Share the Fun’ – so the concept should reflect this sociable aspect of Mexican food.

Solution:

We developed an in-pack booklet called Summer Sensations, based on the five senses and featuring inspiring seasonal recipes using Old El Paso products in new ways. Lifestyle photography and friendly, informal copy reflected the sociable side of the brand, while stylish new food photography and a contemporary design gave the booklet an aspirational feel.

Result:

Following a marked rise in sales across the range, Brainstorm were asked to expand the concept into an integrated promotional campaign within a series of POS initiatives routing to a microsite. A year on, we were asked to take this idea to the next step and create a permanent online presence for Old El Paso UK: www.oldelpaso.co.uk

At a glance:

Sector:

Food & Drink

Project:

Website