Mexican push from Pillsbury

Pillsbury has completed its 'Mexerience' campaign for its Old El Paso brand. The seven-week supermarket tour, which began in September, was organised by brand experience consultancy RPM.

Pillsbury has completed its 'Mexerience' campaign for its Old El Paso brand. The seven-week supermarket tour, which began in September, was organised by brand experience consultancy RPM.

People were able to see Mexican dishes being prepared and could sample the results. The promotion took place in an outdoor kitchen with a low counter allowing people to see the cooking process.

'People are often reluctant to try different foods either because of perceived taste or because they believe international dishes must be difficult to cook,' said RPM project director Tim Medcalf. 'This promotion addressed both these purchasing barriers.'




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