Space encourages the nation to “Unbox Friday” with Old El Paso

Mexican food giant Old El Paso has today launched a new campaign to help the UK reclaim the best night of the week – ‘Fajita Friday’.

The ‘Unbox (Fajita) Friday’ campaign created by creative agency Space is centred on inspiring families to turn Fridays back into a weekly event that cannot be missed – one that involves food, family time and fun to kick off the weekend.

Along with consumer PR activity, Old El Paso has engaged a range of family and lifestyle influencers to help spread the word that Friday = Fajitas. The ambassadors will create inspiring food and recipe content throughout the week to encourage people to get involved, with a variety of ‘Unbox Friday’ Instagram GIFs and stickers also now live.

To maximise the reach of the campaign, Old El Paso will hit the airwaves at key times of the day for the next four weeks, through a radio partnership with Bauer Media brokered by their media agency Mindshare.

In a brand-new takeover-style feature, the brand will own and ‘unbox’ the last hour of the Hits Radio Drive Show with Gemma Atkinson and Wes Butters every Friday until 12th March with 60 minutes of uplifting, feel-good tunes. From 6-7pm, Gemma and Wes will be integrating a request line to boost engagement and three additional throwback tracks will be in the mix instead of the usual adverts thanks to Old El Paso.  Better yet, they’ll be chosen by listeners! This will all be supported by airtime throughout the week to drive awareness of the partnership.

With Hits Radio reaching 25-44-year-olds, Old El Paso will tap into a younger demographic over on KISS. A weekly Unbox Fajita Friday competition will run across radio and KISS socials, with KISS Breakfast presenter Jordan Banjo sharing a weekly video on how to perfect Fajita Friday.

The Bauer partnership is expected to see Old El Paso reach more than nine million of its 15+ aged audience, and more than seven million 21-54-year-olds, with a combined social reach of one million.

With the week and weekend starting to merge, we’re on a mission to help families, households and friends bring back the Friday feeling. And what better way to do that than with delicious food that’s more fun than your usual mid-week meal? “Through Unbox Friday we’re encouraging families and households to reclaim their Friday nights and kick off the weekend together in style with an Old El Paso Fajita Kit.
General Mills, Spokesperson
We’re proud to launch our first campaign working in collaboration with the Old El Paso team. We shared a collective ambition to create an unapologetically fun campaign which brought to life the togetherness and colour experienced when sharing Mexican food together. Unbox Friday is simple a call to arms to break the routine, gather around the table and start the weekend with some good food and music.
Sean Kelly, Associate Director at Space

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