Consumer insight - The key to unlocking category potential
General Mills UK claims a unique insight into the way shoppers relate to the Mexican category thanks to consistent independent consumer research conducted over a number of years.
One result of this is a memorable, new TV campaign for Old El Paso which ran from September to November 2007 - and which will run again in February 2008. It highlights the fact that the brand allows consumers to create distinct meals reflecting their individuality. The TV advertisement communicates the strong message 'Go Mexican'.
Linda Hipkiss, Marketing Director of General Mills UK, says: "Our research revealed that Mexican delivers a meal experience which consumers are really crying out for. Less than a third of the UK public eat together as a family more than once a week - so when they do the majority watch TV instead of chatting.
"We also know from our research that Mexican food consumers like to personalise their meals, using accompaniments such as salsa and jalapenos to build their fajitas and tacos to suit their individual tastes."
The latest Old El Paso TV campaign really captures the spirit of eating Mexican food. It focuses on the personalisation theme by demonstrating that consumers can 'Go Mexican with Old El Paso'. What's more it also underlines the qualities of sociability associated with the category and now captured by Old El Paso.
"The fact is Mexican delivers a unique point of difference versus other ethnic cuisines - in a fun and sociable meal solution that can be personalised to individual tastes. It's all about sharing with friends and family and we are focusing on that with our new campaign," she adds.
The commercial features Old El Paso accompaniments for the first time ever alongside the Old El Paso Dinner Kits - designed clearly to make more consumers aware of the different meal options the brand provides.
"Our advice to retailers is that in addition to Old El Paso dinner kits they stock up on accompaniments such as Jalape–os, Guacamole and Spicy Refried Beans. The sales benefit is that basket spend will increase because accompaniments are bought in addition to dinner kits - not instead of them," Hipkiss says.
The TV campaign - part of a £5.5 million marketing support package for the brand in 2008 - is designed to educate consumers about the potential of Mexican food. The result is that shoppers are now starting to interact differently with the fixture and buy more accompaniments to add a personal touch to the meal. This is driving the long term development of the category - and building further the success of Old El Paso.
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