Old El Paso, the no.1 Mexican food brand in World Foods, is continuing its successful partnership with the NFL for a second year.
The now live partnership continues to create rituals for NFL fans and plays authentically into its vibrant culture. The campaign will encourage NFL fans to enjoy the snacking occasion the sport brings, with classic Old El Paso Nachos being the go-to snack of choice for game day. Highlighting the brand’s classic Nachos range with the ‘Make Some Noise for Crunch Time’ tagline – a nod to NFL lingo, the strong connection between nachos and game day snacking, and its Make Some Noise brand ethos.
The UK is one of the fastest growing markets in the world for NFL with 14.3 million fans – 20% of the UK population. What’s more, 52%[1] of NFL fans take notice and appreciate official sponsors, allowing for Old El Paso to build brand association with this engaged UK fan base.
Supported by a significant market spend, the partnership will take a two-pronged approach, starting with presence at the London Games that will be bolstered by digital, social and influencer activity. Followed by an always on TV presence throughout the season of Super Bowl LVII, with supporting social, influencer and shopper activity.
Aditi Hilgers, Head of Meals at General Mills, said: “The NFL is one of the most powerful sports brands in the world. Going beyond just the sport, it connects people in the joy of the game through the entertainment that it provides.
“With 34%[2] of sports fans more likely to purchase from NFL sponsors, our official partnership is a fantastic opportunity for us to retain that top-of-mind brand association. We share an authentic mission and sense of community with the NFL, and we look forward to showcasing this once more as we embark on this second-year sponsorship.”
[1] Source: International Fan Tracker
[2] Source: GWI – UK Q3 ’22 – Q2 ’23
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