{"id":21704,"date":"2026-08-19T10:58:27","date_gmt":"2026-08-19T09:58:27","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21704"},"modified":"2026-08-19T10:58:28","modified_gmt":"2026-08-19T09:58:28","slug":"old-el-paso-demonstrates-the-pull-of-the-crunch-in-new-campaign","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/old-el-paso\/old-el-paso-demonstrates-the-pull-of-the-crunch-in-new-campaign","title":{"rendered":"Old El Paso demonstrates the \u2018pull\u2019 of the crunch in new campaign"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-20XAAy 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;\">Our new campaign for Old El Paso, \u2018The Crunch is Calling\u2019, positions the distinctive sound of a taco bite as a playful signal to put down phones, pause the day, and gather around the table.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-1yXr7i wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1219232676?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=e6646f5cfe\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-Z1xUnPg 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;\">At the center of the campaign is a 30-second film directed by J Marlow through Outsider, created in collaboration with our global content studio Girl&amp;Bear. The spot follows everyday people &#8211; from an office worker to a barber and a lawnmower driver &#8211; who are pulled away from their daily routines to race toward a family dinner table the moment a woman bites into a taco and sends an irresistible crunch echoing through the town.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"579\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-1024x579.jpg\" alt=\"\" class=\"wp-image-21705\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-1024x579.jpg 1024w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-300x170.jpg 300w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-768x435.jpg 768w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-1536x869.jpg 1536w, https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-2048x1159.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n<div class=\"lazyblock-text-full-width-ItgsV 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;\">By stepping outside the typical picture-perfect home setting, the campaign spotlights how messy, hands-on meals can cut through the noise of daily life and bring people together for moments that matter.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;We\u2019re taking the idea that dinner is the ultimate community ritual and turning it into a call to action. \u2018The Crunch is Calling\u2019 celebrates the unique power of Mexican food to cut through the everyday humdrum and bring people together. It\u2019s loud, it\u2019s fun, and it\u2019s a reminder that the best connections happen when you\u2019re hands-on, heads-up and fully engaged. We\u2019re ready for the nation to hear the crunch and come together.&#8221;\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Rodrigo Pati\u00f1o, Business Unit Director at Old El Paso<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;Bringing this campaign to life with Old El Paso has been an absolute blast. It represents a creative leap for the brand into a more vibrant, messy, authentic space, and it&#8217;s a testament to a partnership that just keeps getting stronger. We\u2019re incredibly proud of the work, and trust us &#8211; this is only the beginning.&#8221;\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Ross Neil, Executive Creative Director at Blue<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The work is rolling out globally across TV, social, digital, outdoor, and in-store channels.<\/span><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":77,"template":"","class_list":["post-21704","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"15814","hero_video":"","hero_image":{"ID":21705,"id":21705,"title":"Caroline Crunch (Old El Paso)","filename":"Caroline-Crunch-Old-El-Paso-scaled.jpg","filesize":391848,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-scaled.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/old-el-paso\/old-el-paso-demonstrates-the-pull-of-the-crunch-in-new-campaign\/attachment\/caroline-crunch-old-el-paso","alt":"Woman eating a taco for an Ad campaign for Old El Paso","author":"77","description":"","caption":"","name":"caroline-crunch-old-el-paso","status":"inherit","uploaded_to":21704,"date":"2026-08-18 13:46:24","modified":"2026-08-18 13:52:34","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2560,"height":1448,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-300x170.jpg","medium-width":300,"medium-height":170,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-768x435.jpg","medium_large-width":640,"medium_large-height":363,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-1024x579.jpg","large-width":640,"large-height":362,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-1536x869.jpg","1536x1536-width":1536,"1536x1536-height":869,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-2048x1159.jpg","2048x2048-width":2048,"2048x2048-height":1159,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-1920x720.jpg","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-720x720.jpg","Square-width":720,"Square-height":720}},"meta-title":"Old El Paso: \u2018The Crunch is Calling\u2019 Brings People Together","meta-description":"Discover Old El Paso\u2019s \u2018The Crunch is Calling\u2019 campaign. See how one loud bite of a taco pauses the daily routine and gathers everyone around the table.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/08\/Caroline-Crunch-Old-El-Paso-scaled.jpg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["1","10"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/21704","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/77"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=21704"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}