{"id":15246,"date":"2022-08-15T11:10:46","date_gmt":"2022-08-15T10:10:46","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=15246"},"modified":"2022-08-15T11:10:46","modified_gmt":"2022-08-15T10:10:46","slug":"old-el-paso-appoints-vccp-international-lead-agency","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2022\/aug\/old-el-paso-appoints-vccp-international-lead-agency","title":{"rendered":"Old El Paso appoints VCCP international lead agency"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-2mhnFC wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\"><span style=\"font-weight: 400\">General Mills has today announced the appointment of VCCP as its agency of record for brand Old El Paso across International. As partner agency, VCCP will deliver international campaigns across key markets including the UK, France and Australia and will be responsible for campaign development, amplification and strategic direction of the brand. The pitch was won after a competitive 3 way pitch and work on the account will commence immediately with the first global campaign for the brand set to go live in January 2023. Oystercatchers assisted in the search &amp; selection process.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">With eight offices worldwide, the account will be run out of VCCP Headquarters in London and the international integrated communications network has been tasked with bringing Old El Paso\u2019s core purpose to life, evolving the \u2018Make Some<\/span> <span style=\"font-weight: 400\">Noise\u2019 platform.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Old El Paso\u2019s purpose is to provoke &amp; inspire the \u2018good noise\u2019 that happens when people truly connect and their Mexican inspired range is one consumers know and love, sitting at #1 Brand Equity across within the World Food\u2019s Category.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><b>Berengere Dupui, International Business Unit Director, Old El Paso, said:<\/b> <span style=\"font-weight: 400\">\u2018Although Old El Paso is a brand that has a history reaching back over 100 years, there is an exciting opportunity to go beyond a leader within World Food\u2019s and establish the brand a top 10 family favourite. Throughout the pitch process, the VCCP team demonstrated an ability to be a true partner in understanding our strategic need to cut through a cluttered market and we look forward to working in partnership with them moving forward\u2019<\/span><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><b>Roly Darby, Managing Director at VCCP added: \u2018<\/b><span style=\"font-weight: 400\">W<\/span><span style=\"font-weight: 400\">e\u2019re incredibly excited to be working with such an iconic brand as Old El Paso and very much looking forward to launching the new campaign early next year.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">The win continues a streak of new business wins for VCCP this year which includes Sage, Virgin Media O2<\/span><span style=\"font-weight: 400\"> and the Dogs Trust.<\/span><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","categories":[191],"class_list":["post-15246","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":15248,"id":15248,"title":"OEP 2","filename":"OEP-2.png","filesize":1006227,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2.png","link":"https:\/\/www.vccp.com\/uk\/news\/2022\/aug\/old-el-paso-appoints-vccp-international-lead-agency\/attachment\/oep-2","alt":"","author":"57","description":"","caption":"","name":"oep-2","status":"inherit","uploaded_to":15246,"date":"2022-08-15 08:48:52","modified":"2022-08-15 08:48:52","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Old El Paso appoints VCCP as lead agency for International","meta-description":"VCCP will support Old El Paso\u2019s ongoing focus as the ultimate enabler of true family connection and will evolve its \u201cMake some Noise\u201d campaign ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/OEP-2.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":13890,"post_author":"57","post_date":"2021-08-18 11:12:18","post_date_gmt":"2021-08-18 10:12:18","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cstrong\\u003eWhite Claw\\u003c\\\/strong\\u003e, the market leading Hard Seltzer, has appointed global integrated communications agency \\u003cstrong\\u003eVCCP\\u003c\\\/strong\\u003e to develop its worldwide creative campaigns following a competitive pitch process.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP will now assume the global creative campaign brief for White Claw across all of its key markets. The account will be run out of\\u003cstrong\\u003e VCCP London\\u003c\\\/strong\\u003e and \\u003cstrong\\u003eVCCP New York\\u003c\\\/strong\\u003e.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eGisela Rule, Global Brand Director, White Claw\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \\u201cWe're excited for the evolution of the brand alongside new partners VCCP whose strong, exciting thinking, insights and creative work reflected the future direction of the White Claw brand.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJulian Douglas,\\u00a0Vice Chairman \\u0026amp; International CEO\\u00a0of VCCP Partnership:\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u0022White Claw is a dream win for the agency; they are the ultimate modern alcohol brand -category\\u00a0breaking, category leading and a true original. Like-minded, we share the same challenger\\u00a0brand philosophy at VCCP and we're thrilled to be joining forces to shake up\\u00a0the status quo even further.\\u00a0We can't wait to get stuck into matching\\u00a0their\\u00a0growth ambitions with our scale and innovative creativity.\\u0022\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAdrian Coleman, Group CEO and Founder of VCCP\\u00a0Partnership:\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u0022Since\\u00a0White Claw\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehit\\u00a0shelves in\\u00a02016, they have taken the world\\u00a0by storm.\\u00a0Launching the Hard Seltzer category globally and transforming the alcohol landscape as a whole. The\\u00a0growth they've experienced is staggering\\u00a0and\\u00a0we're incredibly excited to\\u00a0be partnering with\\u00a0them on their next chapter in delivering their ambitious global plans.\\u00a0The VCCP\\u00a0footprint is a perfect match for White Claw\\u2019s global growth ambitions.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWhite Claw has become a cultural phenomenon, leading the Hard Seltzer category in all markets that it operates in. The iconic, global brand has proved to be the USA\\u2019s most successful new alcohol product in a generation, disrupting the alcohol industry with what is being coined as \\u201cthe Hard Seltzer revolution\\u201d.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"quote\":\"The VCCP\\u00a0footprint is a perfect match for White Claw\\u2019s global growth ambitions.\",\"quotee\":\"Adrian Coleman, Group CEO and Founder of VCCP\\u00a0Partnership\",\"blockId\":\"Z29el3Y\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z29el3Y\"} \/-->","post_title":"VCCP wins Global White Claw Account","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-win-white-claw","to_ping":"","pinged":"","post_modified":"2021-08-25 17:51:00","post_modified_gmt":"2021-08-25 16:51:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=13890","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":15170,"post_author":"57","post_date":"2022-08-03 17:59:58","post_date_gmt":"2022-08-03 16:59:58","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLaunching today, \\u003c\/span\\u003e\\u003cb\\u003eCadbury \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand global agency of record,\\u003c\/span\\u003e\\u003cb\\u003e VCCP London \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003einvite the nation on a heist of a lifetime for the launch of the new limited-edition flavour, \\u003c\/span\\u003e\\u003cb\\u003eWispa Gold Salted Caramel\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. With the Wispa Gold bars locked away in virtual vaults, hopeful heisters will be challenged to complete a safe-cracking audio game accessed via QR codes on OOH sites across the country, or through \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Wispa Gold Heist\u2019 \\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eads served on TikTok in order to secure the limited-edition loot.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSo sought after it\u2019s heist worthy, the new Wispa Gold Salted Caramel is the latest flavour take on the fan-favourite Wispa Gold bar, and combines Wispa\u2019s iconic velvety chocolate with a delicious golden streak of silky salted caramel running through the centre. Replacing safe-cracking stethoscopes for headphones, heisters will have to keep their cool as they listen for clicks in the Wispa Gold safe-cracking audio game in order to crack the vault.\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo get the heisters cracking and immersed in the game as soon as possible, once they have used the QR code from the OOH, they will be taken to the safe, on their phone. With headphones in and the volume up, the rich interactive experience starts, utilising 3D animation and HD sounds to heighten the heist atmosphere, bringing the user fully into that world. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe \u2018Wispa Gold Heist\u2019 will roll out across OOH and TikTok and for a limited time, those successful will be rewarded with first dibs on Wispa\u2019s best gold yet - the salted caramel flavour.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated to appeal to a younger Gen Z audience and break into the competitive salted caramel category, the code-breaking mechanism of the campaign taps into the playful spirit of the Wispa Gold brand. The heist element has been designed to drive intrigue and desire for the new product by locking it away and increasing the lure of the Wispa Gold Salted Caramel bar which heisters will be able to get their hands on for free if successful.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis was an integrated effort across the VCCP, bringing together \\u003cb\\u003eVCCP London\\u003c\/b\\u003e with the group\u2019s global production studio \\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e; and their digital product \\u0026amp; service innovation company \\u003cb\\u003eBernadette \\u003c\/b\\u003ewho designed and built the online platform.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new Salted Caramel flavour represents a modern makeover and is a continuation of the brand\u2019s ambition to reconnect with the nation's youth. Following on from the launch of Wispa Gold Hazelnut last year, the \u2018\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWispa Gold Heist\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is the second chapter in Wispa Gold\u2019s mission to re-establish a more youthful, playful and energetic spirit into this iconic Cadbury Brand.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eKelly Souli, Junior Brand Manager said:\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201c\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith the nation truly being gripped by a salted caramel obsession, we can\u2019t wait for fans to sink their teeth into Wispa Gold Salted Caramel. But not until they track down and crack our virtual Wispa Gold vaults of course! We\u2019re incredibly excited to hear what people think of our latest bar in the Wispa collection. The combination of the delightfully tiny chocolate bubbles Wispa is famous for, with the addition of delicious salted caramel \u2013 it's truly golden.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eCaroline Rawlings, Creative Director from VCCP London \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018\u201cI mean, the whole nation involved in a heist, for chocolate gold? It's ridiculous and wonderful in equal measure. I love this campaign. I love that it's fun. I love that it feels so right for what is inarguably Wispa's best gold yet (have you tried it? You should). I love that it uses non digital posters in a brilliantly intriguing way. I love that the game turns your phone into a vault cracking device using existing technology in your phone - the speakers. And I love that it was made in record time and has seen the whole VCCP partnership, our brilliant Cadbury clients included, at its best.\u00a0Pure (salted caramel Wispa) gold.\u201d\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\",\"blockId\":\"oXl8S\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-oXl8S\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":15172,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2022\/07\/1.0.2-Intro-Main-576x1024.jpg\" alt=\"\" class=\"wp-image-15172\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:image {\"align\":\"center\",\"id\":15173,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2022\/07\/4.4-Gameplay-Success-2-576x1024.jpg\" alt=\"\" class=\"wp-image-15173\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:image {\"align\":\"center\",\"id\":15174,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2022\/07\/5.1-Win-Unlocked-576x1024.jpg\" alt=\"\" class=\"wp-image-15174\" \/><\/figure>\n<!-- \/wp:image -->","post_title":"Wispa Gold Heist","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"wispa-gold-heist","to_ping":"","pinged":"","post_modified":"2022-08-03 17:59:58","post_modified_gmt":"2022-08-03 16:59:58","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=15170","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":false}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/15246","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=15246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=15246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}