The Dinner
Revoluçion.

Old El Paso needed to break families out of their dinner routine and position itself as the solution. Rather than simply advertise the product, we started a movement: the Dinner Revoluçion.

The campaign launched with teaser pre-roll videos designed to deliver the message in just 5 seconds — but reward viewers who stayed. Disruptive online and out-of-home executions followed, all driving to a new Old El Paso Facebook presence at YouMexi-Can.ca.

Within the first three weeks, the campaign attracted over 50,000 Facebook followers. By the end of the campaign, Old El Paso's sales had swung from a negative score to a positive one.