• by Fern Siegel , February 9, 2024

General Mills is combining two of its brands, Old El Paso and and Cinnamon Toast Crunch, to produce Dessert Taco Shells.

Football stars JJ Watt and Justin Jefferson are featured on the limited-edition boxes at Walmart.com starting Feb. 7 and the product will be available at retailers nationwide starting in March.

The product will get a strong social activation push. Both Watt and Jefferson will promote the Dessert Taco Shells on their respective social channels. Old El Paso and Cinnamon Toast Crunch will introduce the “MVT” (Most Valuable Taco) with a promo video on theirs.

The creative is by EP+Co. agency.

On Feb.10, Old El Paso will release a “highlight” reel, recapping its various week-long activations, from social elements to a giant CGI taco trophy that appeared to arrive in Las Vegas at the iconic “Welcome to Fabulous Las Vegas" sign. After the MVT campaign ends, more work from the brand is expected in the football space, positioning itself as the ultimate game-day food.

"We’re especially proud of the use of mixed-reality social posts and influencer marketing to launch something in a famously cluttered media landscape around the big game. Being sold out in the first day on Walmart.com is proof that "off TV" ideas in this speace can have a big impact," John Cornette, CCO, EP+Co., told Agency Daily.

Fans can follow Old El Paso on Instagram and TikTok and Cinnamon Toast Crunch on Instagram and TikTok.

Founded in 1938, Old El Paso is a brand of Mexican-inspired meal items owned by General Mills. Other GM products include Cheerios, Nature Valley and Häagen-Dazs.