Creative agency Space has developed a social media campaign for Old El Paso and its partnership with Team GB to make fajita meal kit donations to help UK families in need fight hunger.
The #FajitaFriYayChallenge features an array of Team GB Olympians including multiple Olympic gold medallists Dame Laura Kenny, Max Whitlock OBE, Helen Glover MBE, and Tom Dean MBE and marks the start of Old El Paso’s largest ever UK sports partnership as the Official Meal Kit of Team GB ahead of the Paris 2024 Olympic Games.
After an initial donation of 10,000 fajita meal kits to the UK’s largest charity tackling hunger and food waste, FareShare, Old El Paso and its Team GB stars will be inviting the nation to create their very own “Fajita FriYAY” moment across social media channels including Instagram and TikTok to help them double the meal kit donations.
With a view to turning Fridays into FriYAYs, the UK’s #1 Mexican food brand will be encouraging people to get involved by singing, rapping, belting out or simply getting creative with their best “Fajita FriYAY”. For each entry/share on social media tagging @OldElPasoUK and @TeamGB using the hashtag #FajitaFriYayChallenge, Old El Paso will be donating an additional fajita meal kit to FareShare during the 4-week campaign.
Space has been responsible for all creative asset development as well as recruiting and managing micro and nano influencers that further support the campaign.
Mark Brown, Marketing Director – Europe and Australasia at parent company General Mills, commented: “With rising costs of living, we’re all having to save the pennies and a vast majority of families across UK are impacted. We might be going out less this summer, but that doesn’t mean we should be having less fun. After a long week, Friday should be the one day we can all look forward to, which is why we have created the #FajitaFriYayChallenge as a fun way to turn Fridays into FriYAYS while doing our bit supporting those in need by channelling vital meal kit donations through our partners at FareShare. Our challenge marks the start of our journey in our partnership with British Olympic Association, coming together ahead of the Paris 2024 Olympic Games to ‘bring good noise’ with Team GB so stay tuned for what’s next.”
Sean Kelly, Head of Client Services at Space added: “Old El Paso is a brand rooted in generosity and community whose ethos is “making good noise in the world through connection”. It’s been a pleasure bringing this to life working with our Team GB athletes in support of FareShare who continue to address food insecurity in the face of the current cost of living situation”.
Old El Paso Fajita FriYAYs builds upon the brand’s highly awarded #MessFreeChallenge, also involving Space, which again partnered with FareShare to make donations to UK families. Last year, a basketball-themed activation featuring Ashley and Jordan Banjo, promoting Old El Paso Tortilla Pockets, ran across social media and featured a live event at Westfield, Stratford encouraging people to show off their best slam dunk skills.