Old El Paso: Taco Boy
When hot dogs spent decades maintaining a suffocating grip on game-day tailgates and delivery apps drowned out home cooking, Old El Paso got unfairly boxed into Tuesdays. America deserved far better than soggy buns and lukewarm takeout for kickoff. Teaming up with original director Frank Coraci and the NFL’s Watt brothers, we reimagined a cult sports classic into “The Taco Boy,” tackling game-day snacking head-on to prove there are So. Many. Pasobilities.
The Problem
Old El Paso once ruled the grocery aisles as the undisputed heavyweight champ, owning nearly 40% of the category with easy, crowd-pleasing meals. Then the cultural narrative stalled out. Delivery apps showed up screaming thirteen times louder about convenience, and tacos got strictly quarantined to Tuesdays. Meanwhile, the sacred American ritual of game day remained trapped in a tired tailgate rut, where lackluster hot dogs and limp buns held watch parties hostage. Old El Paso did not need another polite dinnertime pitch to take back its crown; it needed a game-day takeover bold enough to break the hot dog monopoly and restore culinary dignity to football season.
The Insight
Football watch parties are fueled by pure collective energy, intense rivalry, and the undeniable truth that the food on the table matters just as much as the scoreboard. Yet sports fans kept settling for lukewarm franks simply because tradition told them to. The real unlock was realizing that tacos do not just upgrade a routine weeknight; they bring an interactive, crowd-igniting chaos that kicks off the party like nothing else. To unseat the old guard, we did not just need to promote a product. We had to deliver a cinematic, high-energy counterstrike that met football fans right where their humor, nostalgia, and appetite actually live.
Heading
To tackle the problem right in the heart of football season, we broke tacos out of their Tuesday pen and launched them straight onto the gridiron by reimagining the greatest sports comedy of all time: “The Waterboy”. We enlisted original director Frank Coraci alongside the Watt brothers, the NFL’s most dominant siblings and the film's biggest superfans, to build “The Taco Boy”. Deploying sharp humor and classic movie callbacks, the multi-channel campaign showed fans everywhere how to bench boring buns and trade up for So. Many. Pasobilities. By embedding Old El Paso directly into football lore, we turned a packaged grocery staple into the MVP of the watch-party spread.
Partner with us
Find your dream job
