The campaign will focus on the brand’s new tagline “The Perfect Fajita – What a Discovery”. It is being supported by the brand message “Spice it up, top it up, wrap it up”.
Created by DCH, the TV activity breaks tonight (3 August) with sponsorship idents for Discovery Channel’s Come Dine with Me and slots on Living TV.
It will be supported by a road show, point-of-sale materials, in-store activity, emails, a microsite and PR activity.
The TV idents shows the three quick steps that go into preparing a fajita, with an end shot of Discovery Foods products in their new red packaging.
The campaign is being aimed at housewives who are looking for different ways to provide a tasty meal for the family.
Sandra Cubacub, DCH account director says the campaign will aim to challenge the “antiquated Old El Paso packets and jars kits which were once the default choice”.
DCH has been working with Discovery Foods since October 2007.