Old El Paso wanted to launch its taco premium range Restaurante on the French market. The goal was to target foodies communities on the ground (via sampling), on social networks, and drive them to the store. BUT the brand had no official social accounts so far, and did not want to invest into an annual social presence. How to address the foodies on and off line? How to create word-of-mouth on social networks around the products? How to drive consumers to the store?

Time 1 - Press

From Monday 21 September to Thursday, 24 September included

Tasting from 12:30 to 14:30

Time 2 - Evening bloggers, influencers

Thursday, September 24

Tasting from 19:00 to 22:00

Time 3 - public

Saturdays 10, 17, 24 and 31 October

Saturday, October 10: Beaubourg

Saturday, October 17: Place de la République

Saturday, October 24: Place de la Bastille

Saturday, October 31: Rue de Provence

Tasting 12:00 to 8:30 p.m.

1 PR announcement of the food truck

Sent on August 25.

Invitations journalists

Sent on September 1st

Invitations bloggers

Sent on August 27

1 press presentation of Restaurante range

On August 31