• by Sarah Mahoney , Yesterday

Old El Paso thinks America needs to rethink its work/taco balance. As General Mills dials up spending on its leading brands, the No. 1 name in Mexican food is marking National Taco Day (and yes, it falls on a Tuesday) with a cowboy-themed escape.

At the center is Elroy, Old El Paso’s new singing cowboy mascot. He debuted in the brand’s latest campaign after winning a summer casting contest judged by country star Keith Urban, who crowned him “larger-than-life”: 6'2" (7' with the hat) and living “one taco at a time.” A company spokesperson tells Marketing Daily the ad campaign featuring Elroy is now running on TV and digital video.

Fans can submit time-off requests directly to Elroy for the chance to win a two-night dude ranch adventure. Ten winners and their sidekicks will join him for trail rides and stargazing, plus Old El Paso merch that includes leather boots and gold-plated belt buckles. The brand is also offering taco shell rewards through the Fetch app.

Behind the stunt is General Mills’ renewed investment in its core brands. In an earnings call last week, chairman and CEO Jeff Harmening called Old El Paso an “important opportunity” as the company works to reverse slowing sales. “Old El Paso remains the global category leader in Mexican food, and we see tremendous opportunity for long-term growth,” he said. But competition is intensifying, with sales flattening in the latest quarter. “We have plans to improve our competitiveness by investing in brand building and innovation to reach new households and to encourage existing consumers to make Old El Paso a more frequent part of their meal routine,” Harmening said.