oOh Media!’s experiential arm, oOh! Edge, has created the largest ever network of Mexican pop up taquerias (restaurants) in six key locations across the Eastern Seaboard to showcase the new regionally inspired flavours of the new Old El Paso Restaurante range.
Consumers will encounter gigantic eight metre by eight metre pop up Mexican Taquerias flying the Mexican flag. There they will be able to sample freshly made tacos showcasing the new flavours of the Old El Paso Restaurante range inspired by three different regions of Mexico.
Guy Marshall, MD of oOh Edge!, said the new eye-catching and boldly coloured campaign shows oOh!’s ability to think outside the box to deliver a high impact and innovative campaign that is truly Unmissable.
“General Mills came to us wanting to be able to transport shoppers into the heart of Mexico in a tasty and unique way. These Mexican Taquerias, custom built by oOh!, are located in high traffic public spaces such as Federation Square (Vic), Martin Place (NSW), and King Georges Square (QLD).
The campaign will be seen in key shopping centres where oOh!’s digital signage will direct shoppers to drop by these unmissable Taquerias and be inspired just prior to the point of purchase to buy this new Mexican range.
Old El Paso marketing manager, Ari Zainuddin, said oOh! provided the brand with a unique way to showcase its new Mexican range and drive more shoppers to taste our new range with clever digital signage.
“We challenged oOh! to create a sampling experience that would really bring to life the virbrant tastes, flavours and colours of Mexico. The Mexican Taquerias allow us to engage our target audience in a unique, memorable and wide reaching way, that brings our new Mexican range to life in a delicious and fun environment,” Zainuddin said.
The campaign will run from until August 23, with the range available in Coles, Woolworths and some independent supermarkets in three new kits – Chicken Tinga, Steak Carne Asada and Pork Al Pastor – as well as a range of seasonings.