In an unusual marriage of cuisine and sport, Old El Paso, the iconic Tex-Mex brand, has joined with Team GB to launch a countrywide support campaign ahead of the highly anticipated Paris 2024 Olympics. This multi-million-pound effort not only highlights the exceptional skills of Britain’s Olympic athletes, but it also promotes the community delight of sharing a meal, encapsulating both organisations’ commitment to forging relationships.
A Meeting of Champions: Team GB’s elite athletes, including double Olympic swimming champion Tom Dean MBE, weightlifting powerhouse Emily Campbell, diving sensation and three-time medalist Jack Laugher MBE, and BMX prodigy Bethany Shriever MBE, are at the heart of the campaign. These Home squad Heroes are recognised not just for their athletic abilities, but also for the distinct “flavours” they offer to the squad, a metaphor that brilliantly combines their individual contributions to Team GB’s collective power.
The campaign’s pulse is a dynamic 30-second debut clip that will play across social and digital channels. This visual feast not only shows the players in their environment, but also captures a moment of solidarity as Chef Tom Dean organises a celebration gathering around Old El Paso’s delectable delicacies. This scenario captures the heart of the campaign: a celebration of variety, skill, and the unifying power of food.
Make Some Noise for the Home Team
The campaign’s rallying cry, “Make Some Noise For Your Home Team,” transcends beyond the screens and directly to the public. Old El Paso is giving fans a once-in-a-lifetime opportunity to win VIP tickets to the Paris 2024 Olympics, allowing them to experience the games firsthand. This campaign, led by M&C Saatchi Sport & Entertainment, aims to increase enthusiasm and support for Team GB by transforming spectators into active players in the Olympic adventure.
Each Home Team Hero contributes their image and a “golden tip” to Old El Paso’s advertising packets, providing their distinctive spin on how to improve an Old El Paso meal with distinct tastes. This innovative integration of the athletes’ insights with the brand’s products not only personalises the campaign, but also encourages customers to incorporate these champion-inspired twists into their own culinary creations.
A United Front of Flavour and Fervour
Aditi Hilgers, Old El Paso’s Head of Marketing, highlighted her excitement for the collaboration, emphasising the campaign’s central theme of appreciating “the unique flavours and extraordinary talent” that each athlete brings to the table. In a similar spirit, Tom Dean MBE expressed his enthusiasm for the partnership, highlighting the shared principles of teamwork and the desire for adventure that Old El Paso embodies.
As the Paris 2024 Olympics approach, Old El Paso and Team GB’s unique campaign demonstrates the power of togetherness, diversity, and the simple pleasure of sharing a meal. By bridging the gap between sports and culinary experiences, they are generating a symphony of support that can be heard across the country.
Source: https://www.oldelpaso.co.uk/teamgb-parisolympicstickets-competition
