Old El Paso have been announced as the Official Meal Kit of Team GB ahead of the Paris 2024 Olympic Games, with multiple gold Olympic medallists Dame Laura Kenny, Max Whitlock OBE, Helen Glover MBE and Tom Dean MBE set to take part in the partnership’s first campaign.
The #FajitaFriYayChallenge aims to address food insecurity in the face of the current cost of living crisis. The launch follows the results of a major new survey from FareShare, the UK’s largest charity tackling hunger and food waste, which revealed that 90% of the charities and community groups that rely on the organisation have had their services affected in some way by rising costs.
Old El Paso, together with Team GB, has provided an initial donation of 10,000 fajita meal kits to FareShare. Together they are now inviting the nation to help them double the meal kit donations by sharing their best 'Fajita FriYAY' moment on social media. Whether it features dancing, rapping or singing, for every entry that tags @OldElPasoUK and @TeamGB and uses the hashtag #FajitaFriYayChallenge, Old El Paso will be donating an additional fajita meal kit to FareShare with an ambition to achieve 20,000 total meal kit donations.
Tim Ellerton, Commercial Director at the British Olympic Association, said: “We’re excited to announce this partnership with Old El Paso, and we look forward to working together as we continue along the road to Paris.
"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.”
Mark Brown, spokesperson for General Mills, parent company of Old El Paso 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.
"We are honoured to have Team GB role models like Laura, Max, Helen and Tom join us to shine a light on this initiative and we’re excited to get the wider athlete community involved as well as our fans’ participation to dial up even more meal kit donations. Our #FajitaFriYayChallenge marks the start of our journey in our partnership with British Olympic Association, coming together ahead of the Paris 2024 Olympic Games to ‘bring good noise’ with Team GB so stay tuned for what’s next."