General Mills Australia has launched an international sports influencer led initiative via Thinkerbell, to herald the arrival of Old El Paso Tortilla Pockets, a new global product … read moreinnovation uniquely designed for mess-free Mexican mealtimes. The campaign sees the brand kicking off a social media challenge, the #MessFreeChallenge, featuring Australian, British, Spanish, Swiss and French sports stars, stress-testing the product by holding and eating a filled Old El Paso Tortilla Pocket, whilst playing their sport.
To kick start the campaign, Old El Paso partnered with Aussie tennis star, Nick Kyrgios to launch the new product as part of his work for the NK Foundation which supports underprivileged youth.
Unveiled to his 1.4+ million Instagram followers, Kyrgios stars in a video to launch the #MessFreeChallenge, showing how easy it is for him to play tennis, including trick shots, one-handed whilst eating an Old El Paso Tortilla PocketTM.
In the video, Kyrgios tagged and challenged Australian tennis great, Lleyton Hewitt, and Aussie Rules Footballer Tayla Harris who have all taken up the #MessFreeChallenge, along with Australian Olympic Gymnast, Olivia Vivian and Australian Athlete Genevieve LaCaze. Since the launch, the initiative has gone international with other renowned sports stars taking part in the campaign including Andy Murray, Gaël Monfils and Elina Svitolina and more to come.
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