After Taco Tuesday, French influencer launches Fajita Friday in France
Last September, during a Parisian fashion show, the iconic Mexican-inspired food brand Old El Paso made a splash by presenting a proposal to the famous influencer Lena Mahfouf, the only French content creator endorsed by Anna Wintour. This initiative aimed to celebrate Lena’s enthusiasm for Old El Paso products, which she had previously mentioned in her videos.
To make a statement, a team of extras proudly carrying tortilla-shaped signs was deployed, creating an unforgettable and quirky visual presence. AndLena came to meet the extras, even taking photos to confirm her love for Old El Paso products.
The Lena x Old El Paso collaboration culminates in a TV commercial as, 6 months later, Lena is officially named “Head of Friday” in the new Old El Paso commercial. Her role? To popularize the concept of Fajita Friday in France. Inspired by Taco Tuesday, it’s the new friendly end of the week gathering.
In the commercial, Lena takes her new role very seriously and makes sure the Fajita Party goes smoothly. She doesn’t hesitate to mix her world with that of the brand: welcome to the world of fashion, high standards, perfection… and fajitas.
Lena’s universe is also reflected in the fictional Old El Paso offices where we see her strolling. Everything has been redesigned to match her vision of Fajita Friday parties. The various open spaces now resemble those of a fashion office.
The music accompanying the film is also surprising. While Old El Paso usually uses urban and rhythmic music, here the film is driven by a classical soundtrack that perfectly highlights the comedy.
Rodrigo Patiño, Marketing Director at General Mills:
“Who better than Lena Situations, a very influential personality and already a fan of Old El Paso, to carry this ritual and make it part of the French lifestyle? We are very proud to have brought this collaboration to life.”
The commercial aired last month (a first for Lena in a TV commercial) during prime time on a French national channel.
Lena as the demanding and quirky boss of Old El Paso was unexpected, funny, and orchestrated by Artefact 3000.
Credits:
Brand: General Mills France
Brand Representatives: Rodrigo Patino, Joséphine Maroniez, Amélie Ribot
Agency: Artefact 3000
Agency Representatives: François Brogi, Quentin Derviso, Leïla Achour, Amandine Mory, Paul Foisneau
Executive Creative Director: Fabienne Fiorucci Fouï
Strategic Planning Director: Jean Allary
Strategic Planner: Luca Turpin
Creative Director: Charles-Antoine De Sousa
Art Director: Basile Protat
Copywriter: Émile Poirier d’Angé d’Orsay
Social Lead: Anh-Dao Lepinaux
Art Director: Benjamin Lange
Social Creative: Matilda Devillers
Production Company: Degaulle
Directors: Big Red Button – Johnny Burns and Pier van Tijn
Director of Photography: Alex Melman (United Agents)
Sound Production: Chez Yvonne – Geoffroy Berlioz
Post Production: Paume / VFX : Méchant
Influencer Agency: Simo Squad
First air date: June 2024
Media plan: TV & web
Available Formats: 40s, 30s