Driving awareness and purchase intent
Celebrating 80 years of taco love in 2018, Old El Paso has been inspiring modern Mexican food at home since 1938. Today a division of General Mills, the brand has a long and colourful history in the annals of American food. In 1969, Old El Paso became the first brand to advertise Mexican food in the US. A year later, their products were staples in the first Mexican food sections that appeared in supermarkets.
Old El Paso’s taco, burrito and fajita dinner kits, salsas, enchilada sauces, seasoning mixes and other products help at-home cooks around the world to prepare dinner with minimal effort and cooking time.
For this campaign, they wanted to drive awareness and purchase intent for their new product: Stand ‘N Stuff Hint of Lime taco shells. Fried with a flat bottom, the shells can stand on their own, ready for you to simply add your favourite fillings. Hint of Lime is the newest flavour variety in the popular product line.
Without the insights from the Pinterest team, I don’t know that we would have considered doing anything different with this campaign. We’ll definitely be doing more product-focused Pins going forward and more video.
Using insights to find a new strategy
Old El Paso looked to Pinterest specifically, as they knew that 70 million Pinners are actively engaging with food and beverage content on Pinterest,2 and among them, 72% of food and beverage weekly Pinners have made a purchase based on seeing content from food and beverage brands on Pinterest.3 The team knew that they wanted to expand beyond traditional step-by-step instructions on how to bring taco night to life, and Old El Paso recognised that Pinterest is a strong awareness platform that could help them highlight their new product launch.
To promote their Stand ‘N Stuff Hint of Lime taco shells, Old El Paso also tried a new, insights-driven approach. They developed a series of Pins that put the spotlight on the shells themselves, a departure from the recipe content that they’d been running. The new campaign Pins featured images, standard video and ma-width video, all suggesting reasons to try the new shells, as well as serving ideas. The creative’s bright colours and fresh flavours clearly stood out in feeds.
Old El Paso used keyword and interest targeting to reach the right audience, and ran a Kantar Millward Brown Brand Lift Insights study to measure the results.
Max results from max-width video
Old El Paso’s entire campaign resulted in a 2% lift in aided brand awareness, a 4% lift in Pin awareness and a 3% lift in consideration intent.4
Max-width video alone delivered an impressive 7% lift in aided brand awareness and a whopping 10% lift in consideration intent.5
Keep innovating. For the Old El Paso team, recipe Pins always performed well, but the new, product-focused approach set a new bar.
Definitely try video at max-width. Old El Paso wasn’t sure how it would work for their audience, but wow, did it ever!
The team learned that Pinterest Insights are a goldmine for helping brands stay ahead of what’s trending.
1Old El Paso data, 2018
2Pinterest Ads Manager, US, October 2018
3GfK, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, November 2018
4Old El Paso data, 2018
5Old El Paso data, 2018