# Streetstyle Flavor Campaigns Old El Paso's Turn It Up Entices Gen Z to Try Its Street Vibes Range By Laura McQuarrie | Published 2024-09-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/turn-it-up References: [marketing-beat](https://www.marketing-beat.co.uk/2024/09/04/old-el-paso-gen-z-spot/) & [oldelpaso](https://www.oldelpaso.ca/)  [Old El Paso](https://www.trendhunter.com/trends/fajita-fridays) is setting its sights on [Gen Z](https://www.trendhunter.com/trends/kraft-heinz-3) with its first digital-focused campaign, 'Turn It Up,' which speaks to the bold taste preferences of a new generation. This campaign plays up [Old El Paso's 'Street Vibes' range](https://www.trendhunter.com/trends/old-el-paso-fajita-seasoning-mix), which makes it easy to create flavorful soft tacos for two in 20 minutes. The meal kit for two is positioned as a simple, satisfying choice for date nights, an evening with a friend, or just a handy option for small or single households to have on hand. With this campaign, Old El Paso recognizes that half of Gen Z watches broadcast, and Turn It Up will run across broadcast-video-on-demand, online video, social, and digital. Throughout the fall, shoppers can also look out for in-aisle activations to entice them to try the vibrant flavors of Street Vibes. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 15% | Activity: 24% | Freshness: 28% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Digital-first Marketing:** Brands are increasingly prioritizing digital platforms to engage younger audiences effectively. - **Convenient Meal Kits:** The popularity of meal kits that cater to small or single households is on the rise, simplifying home cooking. - **Broadcast-video-on-demand:** Innovative advertising strategies involve integrating campaigns into broadcast-video-on-demand services to reach diverse viewers. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry continues to evolve with convenient and flavorful meal solutions that appeal to younger consumers. - **Digital Advertising:** Digital advertising is advancing with targeted campaigns that resonate across various online and social platforms. - **Retail and In-store Marketing:** Retailers are leveraging in-store activations to create immersive brand experiences that drive consumer engagement and trial. ## Related on Trend Hunter - [Weekly Tex-Mex Meal Campaigns](https://www.trendhunter.com/trends/fajita-fridays.md) - [Street Food-Inspired Meal Kits](https://www.trendhunter.com/trends/old-el-paso-street-vibes.md) - [Zesty Soft Taco Kits](https://www.trendhunter.com/trends/street-vibes-soft-taco-kit.md) - [Gen Z-Influenced Marketing Campaigns](https://www.trendhunter.com/trends/kraft-heinz-3.md) - [Texture-Driven Mexican Cuisine Kits](https://www.trendhunter.com/trends/smoky-bbq-crunchy-taco-kit.md) - [Sensorial Soda Campaigns](https://www.trendhunter.com/trends/hurts-real-good.md) - [Suggestive Spread Campaigns](https://www.trendhunter.com/trends/marmite-first-timers.md) - [Hybrid Cuisine Meal Kits](https://www.trendhunter.com/trends/mexican-pizza-kit.md) - [Gen Z Breakfast Campaigns](https://www.trendhunter.com/trends/start-the-day-the-totinos-way.md)