Meal kit company, Old El Paso has announced its first campaign with Team GB which aims to address food insecurity in the face of the cost-of-living crisis.
The ‘#FajitaFriYayChallenge’ comes as Old El Paso is announced the official meal kit of Team GB ahead of the Paris 2024 Olympic Games.
The campaign stems from the results of a recent survey by FareShare, a charity network aimed at relieving food poverty and reducing food waste, found that 90% of the charities and community groups in the UK that rely on the organisation have had their services affected in some way by rising costs.
The partnership, which has already donated 10,000 fajita meal kits to FareShare, now invites the nation to take part in the campaign by sharing their best ‘Fajita FriYAY’ moment on social media. Olympic gold medalists, Dame Laura Kenny, Max Whitlock OBE, Helen Glover MBE and Tom Dean MBE will also be taking part to kick off the campaign.
For each video, which could feature dancing, rapping or singing and tags @OldElPasoUK and @TeamGB with the hashtag #FajitaFriYayChallenge, will see the donation of another meal kit to FareShare.
The campaign aims for a total of 20,000 meal kits donated to support thousands of families across the UK.
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“Bringing the nation together for the journey is really important and kicking off the partnership with this campaign represents a brilliant opportunity to reach families around the UK as well as helping to support those in need,” British Olympic Association commercial director Tim Ellerton said.
General Mills, parent company of Old El Paso’s spokesperson Mark Brown added: “With the rising cost of living, we’re all having to save the pennies and a vast majority of families across UK are impacted. We might be going out less this summer, but that doesn’t mean we should be having less fun.”
“After a long week, Friday should be the one day we can all look forward to, which is why we have created the #FajitaFriYayChallenge as a fun way to turn Fridays into FriYAYS while doing our bit supporting those in need by channelling vital meal kit donations through our partners at FareShare.”
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