Old El Paso Si Habibi! Mexican Ready-to-Eat Launch in UAE | Clapboard Ad Archive

Si Habibi!

Description

In 2019, Old El Paso, in collaboration with Socialize Agency, launched a vibrant campaign titled Si Habibi! to introduce its Mexican ready-to-eat product range across the Middle-East market, specifically targeting homemakers in the United Arab Emirates. The campaign centers around a captivating launch film that heroed a catchy jingle and was anchored by the new regional tagline Si Habibi!, designed to resonate culturally while emphasizing the fun, customizable, and family-friendly essence of Mexican cuisine. The film invites families to spend quality time together, encouraging them to create delicious feasts at home using Old El Paso’s easy-to-make products, thereby positioning the brand as a facilitator of joyful, shared mealtime experiences. The campaign’s media assets collectively embody this spirit through engaging storytelling that blends the vibrant flavors of Mexican food with the warmth and togetherness valued in Middle-Eastern households. Utilizing the medium of film, the marketing communication adopts an inclusive and approachable tone, appealing directly to homemakers who seek convenient yet flavorful meal solutions that bring their families closer. The call to action, expressed through the hashtag SiHabibi alongside #MexicanFood and #OldElPaso, invites consumers to embrace this fresh culinary experience and incorporate it into their daily lives. Ultimately, the campaign succeeds in bridging cultural tastes and creating brand relevance by delivering a memorable and energetic introduction to Old El Paso’s product range, encouraging trial and brand engagement in a market new to Mexican cuisine.

Credits

Client

Old El Paso

Agency

Socialize Agency

Account Management

Socialize Agency, Dubai, United Arab Emirates, Rhia Samuel, Ailidh Smylie

Senior Brand Manager At General Mills

Sajjad Hussain

Brand Manager At General Mills

Adil Bashith

Creative

Nour Mohammad, Reem Fahd, Alisha Gopiraj

Head Of Production

Amr Younis

Marketing Director And Head Of Food Service At General Mills

Azfar Ul-Islam

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