Old El Paso
To celebrate 40 years of Old El Paso in Swiss homes, we launched a nationwide influencer campaign that combined mass micro-influencer seeding, macro reach amplification, and real-life retail activations. At the heart of the campaign: a nostalgic tribute to shared meals, family traditions, and taco night rituals that have shaped Swiss kitchens for four decades.
+1921%
reach vs benchmark
+128%
engagement rate
+357%
cost-per-reach efficiency
To celebrate 40 years of Old El Paso in Swiss homes, we launched a nationwide influencer campaign that combined mass micro-influencer seeding, macro reach amplification, and real-life retail activations. At the heart of the campaign: a nostalgic tribute to shared meals, family traditions, and taco night rituals that have shaped Swiss kitchens for four decades.
+1921%
reach vs benchmark
+128%
engagement rate
+357%
cost-per-reach efficiency
Challenge
Solution
Results
Old El Paso needed to celebrate a major brand milestone while still feeling modern, relevant, and emotionally resonant. The goal was to:
• Drive brand visibility and emotional connection
• Activate the community to participate in the celebration
Increase product visibility in stores and on social media
Celebrate in a way that felt personal, authentic, and Swiss
The challenge: How do you mark 40 years without feeling outdated — and inspire both nostalgia and new love?
Challenge
Solution
Results
Old El Paso needed to celebrate a major brand milestone while still feeling modern, relevant, and emotionally resonant. The goal was to:
• Drive brand visibility and emotional connection
• Activate the community to participate in the celebration
Increase product visibility in stores and on social media
Celebrate in a way that felt personal, authentic, and Swiss
The challenge: How do you mark 40 years without feeling outdated — and inspire both nostalgia and new love?
Challenge
Solution
Results
Old El Paso needed to celebrate a major brand milestone while still feeling modern, relevant, and emotionally resonant. The goal was to:
• Drive brand visibility and emotional connection
• Activate the community to participate in the celebration
Increase product visibility in stores and on social media
Celebrate in a way that felt personal, authentic, and Swiss
The challenge: How do you mark 40 years without feeling outdated — and inspire both nostalgia and new love?
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Challenge
Old El Paso needed to celebrate a major brand milestone while still feeling modern, relevant, and emotionally resonant. The goal was to:
• Drive brand visibility and emotional connection
• Activate the community to participate in the celebration
Increase product visibility in stores and on social media
Celebrate in a way that felt personal, authentic, and Swiss
The challenge: How do you mark 40 years without feeling outdated — and inspire both nostalgia and new love?
Results
The campaign significantly outperformed across all KPIs:
+1291% reach vs benchmark
+128% engagement rate
+959% total engagement
+357% cost-per-reach efficiency
Over 1 million impressions across macro creators
1.1M impressions from micro-influencers
Total: Over 2.2M campaign reach
Beyond numbers, the content sparked emotional engagement, with followers sharing their own stories of growing up with Old El Paso — turning the birthday into a shared national moment.
Solution
We executed a two-phase strategy:
1. Micro-Influencer Seeding Campaign
Over 100 micro-influencers received a custom-designed Old El Paso 40th Birthday Seeding Kit, inviting them to share how Old El Paso fits into their home cooking. The goal: create real, warm content — from recipe prep and family dinners to retail discovery and celebration posts.
• 312 stories posted across Instagram
• User-generated content celebrated mealtime joy, cooking routines, and shared memories
2. Retail Activation: The Old El Paso Birthday Villages
We brought the fiesta to life in retail locations across Switzerland, setting up colorful, immersive “Birthday Villages” in major shopping centers — complete with sampling, décor, and birthday giveaways.
20 influencers visited stores to capture the physical celebration, share their experiences, and drive foot traffic.
3. Hero Content Creators
A select group of macro- and mid-tier influencers gave the campaign a broader reach, with standout moments including:
• @andreasbook’s post (712K followers) as the best-performing asset:
→ 1M impressions, 4.38% engagement rate, and CHF 0.002 CPR