Old El Paso has announced its biggest ever UK partnership in sport as the Official Meal Kit of Team GB ahead of the Paris 2024 Olympic Games. The partnership’s first campaign features multiple gold Olympic medallists Dame Laura Kenny, Max Whitlock OBE, Helen Glover MBE and Tom Dean MBE.
Old El Paso’s ethos is ‘making good noise in the world through connection’, and with this campaign, it aims to help families in need as part of its ongoing efforts to address food insecurity in the face of the current cost of living situation, with the launch of the #FajitaFriYayChallenge with Team GB.
After an initial donation of 10,000 fajita meal kits to the UK’s largest charity tackling hunger and food waste, FareShare, Old El Paso is inviting the nation to create their own Fajita FriYAY moment on social media to help them double the meal kit donations.
With a view this summer to turn people’s Fridays to FriYAYs, Old El Paso and its squad of Team GB stars will be encouraging people across the UK to get involved by singing, rapping, belting out or simply getting creative with their best ‘Fajita FriYAY’. For each entry/share on social media tagging @OldElPasoUK and @TeamGB using the hashtag #FajitaFriYayChallenge, Old El Paso will be donating an additional fajita meal kit to FareShare, to help UK families in need fight hunger, with an ambition to achieve 20,000 total meal kit donations by the end of the 4-week campaign.
The Fajita FriYAY campaign follows the brands previous ‘Influence for Good’ campaign #MessFreeChallenge which tennis stars Nick Kyrgios, Andy Murray, Iga Swiatek and Emma Raducanu playing ‘mess-free’ tennis with no-spills to launch its Mess-Free Tortilla Pockets. It raised over 100,000 meal kit donations for food banks around the world, including 20,000 meal kit donations to FareShare in the UK.
“With the rising cost of living, we’re all having to save the pennies and a vast majority of families across UK are impacted,” said Mark Brown, spokesperson for Old El Paso parent company, General Mills. “We might be going out less this summer, but that doesn’t mean we should be having less fun. After a long week, Friday should be the one day we can all look forward to, which is why we have created the #FajitaFriYayChallenge as a fun way to turn Fridays into FriYAYS while doing our bit supporting those in need by channelling vital meal kit donations through our partners at FareShare."