Old El Paso launched an awareness campaign to reach new customers in the UK with personalized ad creative promoting “Fajita Friday” (because why stop at Taco Tuesday?). Specifically, the General Mills-owned brand saw an opportunity to reach incremental new households with more individualized messaging, said Aditi Hilgers, head of meals for General Mills in the UK, which is partnering with WPP-owned agency Mindshare and search intelligence company Captify on the campaign.
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