In 2019, Food Network and Old El Paso partnered with Eddie Jackson to inspire Food Network fans to show them that “anything goes in Old El Paso” via a cross-platform content marketing campaign. The objective of the Food Network and Old El Paso partnership was to inspire Food Network fans to unlock the magic of taco night and show them the ease of using the Old El Paso products as they stand up and have more space to fill with your favorite ingredients. Utilizing the most trusted brand in food television and authentic talent, the campaign seeks to inspire people to love Old El Paso as much as they love tacos through recognition of their unique carries and how they spark the magic that happens on taco night.
Food Network and Old El Paso partnered with former NFL player Eddie Jackson, a fierce competitor in the kitchen and on the field, to create this cross-platform content marketing campaign. Jackson, now a food truck owner, private chef and personal trainer, is dedicated to making healthy food taste delicious. The campaign revolves around Old El Paso’s priority products, the Stand N Stuff Hard Taco Shells and Soft Tortilla Bowls, and “Eddie Jackson’s Playbook,” a digital series on FoodNetwork.com that features Jackson’s delicious, party-ready recipes. The campaign included two episodes of “Eddie Jackson’s Playbook,” Oven-Roasted Chicken al Pastor Tacos using the Stand N Stuff Hard Taco Shells and Open-Face BBQ Enchilada Cups using the Soft Tortilla Bowls.
Each short form episode included organic social posts to Food Network’s Facebook and Instagram. The campaign also included two Instagram Stories posted on the Food Network Instagram featuring behind the scenes of each digital episode and a 30-second linear/TV Everywhere ad cutdown from one episode of the series. Other elements of the campaign include six social posts from Eddie Jackson, two themed Snapchat takeovers, three custom high impact ads on FoodNetwork.com and one print spread in Food Network Magazine featuring Jackson. Finally, Eddie Jackson appeared on the Food Network series The Kitchen, timed to National Taco Day, for an integrated segment where he made General Tso’s Taco Bake using Old El Paso’s Stand N Stuff Hard Taco Shells.
On Facebook, the Open-Faced BBQ Enchilada Cups video ranks as the 10th most engaging of 2019 YTD. Strong engagement performance was particularly seen in the form of shares (users were 36% more likely to share this post). It ranks as the 8th share score of 2019 YTD. On Instagram, viewers were 15% more likely to watch the full video than our others YTD. The engagement was very strong, ranking as the 6th most engaging Instagram video YTD. Also, viewers were 161% more likely to privately share this video with a friend and 35% more likely to privately save this video so they could refer to it later.
The Oven-Roasted Chicken al Pastor Tacos video also performed well. On Facebook, this video ranks as the 11th most engaging of 2019 YTD. Viewers were also 106% more likely to comment on the video. On Instagram, viewers were 23% more likely to watch the full video than others YTD. Engagement was very strong, ranking as the 5th most engaging Instagram video YTD. Also, viewers were 145% more likely to privately share this video with a friend and 47% more likely to click this link in the paid version of the IG post.
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