Old El Paso and UM London celebrate Cinco De Mayo
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Today, Old El Paso and UM London are celebrating ‘Cinco De Mayo’ (the Fifth of May) at London’s Victoria Station. UM has worked closely with Posterscope to mark the popular Mexican celebration day with a live cooking demonstration using Old El Paso products, featuring celebrity chef, Andy Bates.
The event will promote the launch of a new content series of 31 recipe videos, featuring Andy cooking with Old El Paso products. Produced by UM Studios, the series is being hosted on online channel Food Network.
Live at Victoria station, Andy Bates will be demonstrating how to make some of the dishes from the recipe series. Commuters will be able to sample the results, and experience the tasty and easy dishes you can create with Old El Paso products – and even take away recipe cards to be able to cook up themselves.
Cinco de Mayo commemorates the Mexican army’s victory over France at the Battle of Puebla in 1862, and is observed in the US and Mexico as a celebration of all things Mexican.
The video series is rolling out across the Food Network channels, digital OOH, blogger outreach and social, to showcase the many exciting combinations of Mexican-inspired dishes that you can make with Old El Paso ingredients. The online partnership will also feature articles showcasing Mexican-inspired cuisine and a competition for a chance to win an Old El Paso party pack.
Five new recipe videos will be released each week for seven weeks from Monday 13th April, with a new theme per week, such as ‘sides’, ‘tacos’ and ‘desserts’. The street-food inspired recipes include Huevos Rancheros, Pulled Pork Fajitas, and Salted Caramel Tortilla Pie.
UM London will promote the series via social media, working closely with Ogilvy social, whilst Reprise, UM’s specialised search agency, will handle PPC for the launch.
Lauren Hertzenberg from UM London, said: “The Old El Paso audience are constantly seeking food inspiration online and our easy-to-follow recipe videos on Food Network will reach customers at these key moments. We are also excited to be able to bring our content to life in Victoria Station with Andy on Cinco De Mayo, to inspire commuters to make tasty, Mexican-inspired dishes for themselves.”
Rachael Clutton, brand manager of Old El Paso said:
“We’re pleased to be involved in this digital content-led campaign with UM London, which is a new approach for the brand. This activity was all about showcasing the breadth of our products, and creating meal time inspiration. The Cinco de Mayo event in Victoria really brings Old El Paso™ to life. It allows us to take our new and tasty recipes to the streets, for people to try and enjoy, whilst showcasing the exciting range we have and the delicious recipes, which can be so easily made.”
