General Mills appointed VCCP as its agency of record for Old El Paso, a Mexican-inspired food brand for international work, after a competitive review. As a partner agency, VCCP will deliver global campaigns across key markets, including the UK, France and Australia.
The work will be handled out of London, which will oversee campaigns and strategy. Previously, Gray London serviced UK duties.
The first global campaign for the brand is set to go live in January 2023, building on the "Make Some Noise" effort.
Berengere Dupui, international business unit director, Old El Paso, said: "Although 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 foods and establish the brand as a top 10 family favorite."
New business wins for VCCP this year include Sage, Virgin Media O2 and the Dogs Trust.