Noche Restaurante

Tacos inspire a new approach to reality TV.

In 2014, General Mills decided to revamp their iconic Old El Paso (OEP) brand to reach a hip, young audience. In simple terms, our brief was make tacos cool.

The strategy was to rethink a traditional approach to TV ads and to throw a party instead. The event was designed as a content hub that fuelled the brands’ first year in market, with a focus on TV, social and retail POS. Rounding out the project, we provided package design, shopper strategy and retail theatre programming in what would become the most integrated agency case study for its time.

Behind The Scenes

An idea is only as good as the execution, which was precisely why Noche Restaurante was such a special win for everyone involved. A true team effort that challenged and brought out the best in the agency team, we joked along the way about answering to “two gods” — TV and Events.

Unwilling to compromise either aspect of the project, the planning that went into bringing the concept to life was meticulous to say the least.

The result was a case study, which contributed to General Mills winning Marketer of The Year by Strategy Magazine.