Old El Paso has launched its ‘Turn It Up’ campaign, aiming to boost Gen Z interest in its latest Street Vibes range.

Supported by a £1.1m investment, the ‘Turn It Up’ campaign will feature across broadcast-video-on-demand, online video, social media, and digital platforms.

Additional in-aisle activations, designed to attract new shoppers, will be rolled out throughout the autumn, the FMCG giant revealed.

Street Vibes marks one of the brand’s most significant launches to date, offering soft tacos that can be prepared in just 20 minutes. The concept introduces the brand’s first-ever meal kit designed for two people, making it ideal for duos looking to “turn up the vibe.”

General Mills UK Head of Meals Aditi Hilgers, said: “With Street Vibes all about turning flavour, fun, and vibes up a notch, we are buzzing to bring a campaign to life that follows suit.

“The creative calls out what makes Street Vibes different from the rest of our much-loved, well-known core range.

“Coupled with the message that Street Vibes is the ticket for ‘turning up’ the flavour on a date or mates night, we’re confident of its massive potential to attract new, younger, smaller households into Mexican who have been petitioning us to do something different.”