Old El Paso has today announced its biggest ever UK partnership in sport as the Official Meal Kit of Team GB, ahead of the Paris 2024 Olympic Games. Part of the brand’s continued effort to address food insecurity in the face of the current cost of living situation, the partnership will support UK charity FareShare.
As a brand rooted in generosity and community whose ethos is ‘making good noise in the world through connection’, Old El Paso is already swinging this purpose into action announcing the #FajitaFriYayChallenge with Team GB to help families in need.
After an initial donation of 10,000 fajita meal kits to the charity, Old El Paso is now inviting the nation to create their own ‘Fajita FriYAY’ moment on social media to help double the donations. Multiple gold Olympic medallists Dame Laura Kenny, Max Whitlock OBE, Helen Glover MBE, and Tom Dean will take part in the partnership’s first campaign.
Old El Paso and its squad of Team GB stars will encourage people across the UK to get involved by singing, rapping, belting out or simply getting creative with their best ‘Fajita FriYAY’. For each entry and share on social media tagging @OldElPasoUK and @TeamGB using the hashtag #FajitaFriYayChallenge, Old El Paso will donate an additional fajita meal kit to help UK families in need fight hunger.
Mark Brown, Marketing Director at General Mills, said: “Due to the rising cost of living, we expect to see more people spend nights in this summer, but that doesn’t mean they should be having any less fun. After a long week, Friday can be the one day they can look forward to.
“We created the #FajitaFriYayChallenge as a fun way to turn Fridays into FriYAYS, whilst doing our bit to support those in need, channelling vital meal kit donations through our partners at FareShare. The #FajitaFriYayChallenge marks the beginning of our journey in partnership with the British Olympic Association, as we come together ahead of the Paris 2024 Olympic Games to ‘bring good noise’ with Team GB, so stay tuned for what’s next”.
Tim Ellerton, Commercial Director at the British Olympic Association, adds: “We’re excited to announce our new partnership with Old El Paso as we continue along the road to Paris. Bringing the nation together for the journey is important and what better way to do this than by kicking off the partnership with a fun campaign to reach families around the UK and help to support those in need.”
The Fajita FriYAY campaign builds on Old El Paso’s highly awarded ‘influence for good’ campaign #MessFreeChallenge, which saw global tennis stars come together to launch its innovative Mess-Free Tortilla Pockets. The campaign raised 20,000 meal kit donations to FareShare in the UK collectively from Andy Murray and Old El Paso.
Old El Paso has a variety of flavours and is making family meals as convenient, fun, and memorable as possible. Each meal kit is filled with a handpicked sauce, a spice packet, and tortillas, so consumers can throw together a feast in minutes.