Old El Paso will extend its partnership with the NFL for a second year.
Old El Paso said that the campaign will continue to encourage NFL fans to enjoy the snacking occasion the sport brings, with classic Old El Paso Nachos being the go-to snack of choice for game day.
The extended partnership will highlight the brand’s Nachos range with the ‘Make Some Noise for Crunch Time’ tagline paying tribute to NFL lingo.
According to International Fan Tracker, 52% of NFL fans take notice and appreciate official sponsors and Old El Paso explained that this will allow the brand to continue building its brand association with the NFL audience.
The campaign will be supported by a significant market spend, starting with presence at the London Games that will be bolstered by digital, social and influencer activity. Followed by an always on TV presence throughout the season of Super Bowl LVII, with support from social, influencer and shopper activity.
Aditi Hilgers, head of meals at General Mills said: “The NFL is one of the most powerful sports brands in the world. Going beyond just the sport, it connects people in the joy of the game through the entertainment that it provides. With 34% of sports fans more likely to purchase from NFL sponsors, our official partnership is a fantastic opportunity for us to retain that top-of-mind brand association. We share an authentic mission and sense of community with the NFL, and we look forward to showcasing this once more as we embark on this second-year sponsorship.”
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