Latest victory to date : already crowned in 2023, Old El Paso was once again elected this year as the French's favorite brand in world cuisine.
Fajita kits, burritos, tortillas, soft wraps, chips and sauces… Old El Paso, brand of the American giant General Mills, never ceases to seduce : 98% of French people now know the brand, which holds 63% of the market share in value in the world cuisine section. Old El Paso now wants to intensify the “Friday” reflex, it’s Fajitas Party” among consumers. For that, it is aimed at aficionados and future aficionados of Mexican-inspired cuisine : families with children and young adults. Its iconic and vibrant advertisements are in the spotlight, as well as its recipes shared on the Instagram and TikTok accounts @oldelpasofrance. “In an increasingly dense and fractured media ecosystem, we have revised our strategy in order to be more coherent and to give ourselves a greater chance of emerging in the media and bringing the French together around a friendly and gourmet moment with Old El Paso”, explains Sébastien Jametti, Marketing Director France and Iberia at General Mills, the parent company of Old El Paso.
Made in Spain
Old El Paso also partnered with influencer Léna Situations with a very successful first year : 22 million impressions and a monthly sales record (+2 million tortillas) over the media coverage period. This year, the respective subscribers of Old El Paso and the French influencer met at a Fajitas Party at the Mahfouf Hotel, end of August. An additional new initiative around Mexican-inspired cuisine. Other appeal of the brand : it's in San Adrian, in Navarre, in the north of Spain, that some of the brand's flagship references are made, such as tortillas and sauces. The site produces up to 4,5 million tortillas every day! It has become a major economic player in the region, with 800 employees, including more than 600 dedicated to the Old El Paso brand.
