Old El Paso gets interactive with pop-up Mexican taquerias in new OOH campaign via oOh!media

oOh!media’s experiential arm oOh! Edge has created the largest ever network of Mexican pop-up Taquerias (restaurants) in six key locations across the Eastern Seaboard to showcase the new regionally inspired flavours of the new Old El Paso Restaurante range.

Consumers will encounter gigantic eight metre by eight metre pop-up Mexican Taquerias flying the Mexican flag. There they will be able to sample freshly made tacos showcasing the new authentic flavours of the Old El Paso Restaurante range inspired by three different regions of Mexico.

Managing director of oOh! Edge Guy Marshall said this new eye-catching and boldly coloured campaign shows oOh!’s ability to think outside the box to deliver a high impact and innovative campaign that is truly unmissable.

Says Marshall: “General Mills came to us wanting to be able to transport shoppers into the heart of Mexico in a tasty and unique way.  These Mexican Taquerias, custom built by oOh!, are located in high traffic public spaces such as Federation Square (VIC), Martin Place (NSW) and King Georges Square (QLD).”

The campaign will be seen in key shopping centres where oOh!’s state of the art digital signage will direct shoppers to drop by these unmissable taquerias and be inspired just prior to the point of purchase to buy this new Mexican range.

Says Ari Zainuddin, marketing manager, Old El Paso: “oOh! provided us with a truly unique way to showcase our new Mexican range and drive more shoppers to taste our new range with clever digital signage. We challenged oOh! to create a sampling experience that would really bring to life the virbrant tastes, flavours and colours of Mexico. The Mexican Taquerias allow us to engage our target audience in a unique, memorable and wide reaching way, that brings our new Mexican range to life in a delicious and fun environment.”

The campaign is set to run from 21 July to 23 August – Melbourne, w/c 20 July: Federation Square and Melbourne Central; Sydney, w/c 3 August: Martin Place and World Square, Brisbane and Gold Coast, w/c 17 August: King George Square (Brisbane) and Robina Town Square (Gold Coast).

The Old El Paso Restaurante range available in Coles, Woolworths and some independent supermarkets include three new kits – Chicken Tinga, Steak Carne Asada and Pork Al Pastor – as well as a range of seasonings.

Campaign: Old El Paso Restaurante 

Client: General Mills