Old El Paso unveils pop-up food bar in Melbourne for the new Stand ‘N Stuff soft Tortilla via Taboo
Melbourne agency, Taboo, has turned fantasy into reality with its latest activation, a concept pop-up restaurant for Old El Paso.
The Stand ‘N Stuff Tortilla Family Bar is a fusion of flavour, fun and innovation. From a tortilla Ferris wheel to a fabulously crazy topping trail, every element has been strategically designed to promote the features of the new Stand ‘N Stuff soft Tortilla.
Says Andrew Mackinnon, founder of The Taboo Group: “We wanted to display the unique benefits of a tortilla that’s so easy to fill, everyone can do it, both from a stuffing and eating perspective. Nothing could beat the impact of a stand up filling station in a radically executed Old El PasoTM space in the heart of Melbourne.”
To help bring the pop-up to life, Taboo worked closely with Moth Design and celebrity chef, Paul Wilson (culinary founder of the Newmarket Hotel and Acland St Cantina) and Damm Fine Foods. Customers will be able to purchase one of Paul Wilson’s inspired pulled pork tortillas in Melbourne’s hottest new retail space.
Says Symon Van Haalen, Taboo account director: “When it came to executing this idea, we collaborated with the best Mexican chef, catering team and interior designers to ensure the brand experience is worth talking about.”
Says Matt Salter, marketing manager at General Mills: “Our new Stand ‘n Stuff Tortillas will change the way Australian families eat tacos. This new, unique shape of tortilla is something that you have to try to appreciate which is why this activation is such an exciting way to launch the product. For the first time families will get to interact with this new product in a highly engaging environment and make Mexican their way with a selection of fresh fillings.”
Product is available in supermarkets nationally from 6 July. The Stand ‘N StuffTM Tortilla Family Bar is open for one month only from Friday 27 June to Friday 25 July. Check it out at Shop 16, The Strand, Elizabeth St, Melbourne.