Howdy, Elroy: Old El Paso ‘Cowboy’ Named
After weeks of taco ballads, big belt buckles and taco-fueled performances, Old El Paso’s wildly flavorful “Castin’ the Cowboy” content series has officially come to a close, with Keith Urban crowning a new taco night icon: Elroy, a larger-than-life cowboy with the chops to match his charm.
Elroy won hearts and caught the attention of Urban himself, with his Tex-Mex swagger, vocal flair and undeniable passion for Old El Paso. From fake horses to real harmonies, Elroy brought the heat and the humor to prove he’s more than just a cowboy; he’s the voice of taco night.
Elroy is stepping into the spotlight with a new ad campaign rolling out this summer, starting off with him taking the reins as the new cowboy. Then, stay tuned for more ad spots from Elroy coming this fall. The creative recognizes the chaos of modern-day life, but shows how Old El Paso is one thing you can count on, bringing comfort, flavor, and a sense of ease back to the table. Whether it’s crunchy Stand ‘N Stuff shells, Creamy Queso sauce, Original Taco Seasoning, or crowd-pleasing dinner kits, Elroy’s here to remind us that a little joy and a good taco can go a long way.
“When we launched ‘Castin’ the Cowboy,’ our goal was to celebrate the spirit of taco night in a way only Old El Paso can,” said Jenny Jonker, Brand Experience Manager at Old El Paso. “From our bold flavors to our versatile lineup of kits, shells, sauces and seasonings, we’re all about making mealtime memorable, and bringing back our singing cowboy was just the beginning. Fans will want to keep an eye out for where Elroy shows up next!”
The full “Castin’ the Cowboy” content series, as well as plenty of Tex-Mex mealtime inspiration can be found @OldElPaso on Instagram and @OldElPaso_Official on TikTok.
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Cinnamon Toast Crunch, Hormel Black Label Bacon Reunite
Bold taste meets breakfast tradition as Cinnamon Toast Crunch and Hormel Black Label bacon reunite for another irresistible collaboration: Cinnamon Toast Crunch Hormel Black Label Bacon Flavored Cereal. *
Following last year’s buzzworthy debut of the Hormel Black Label Cinnamon Toast Crunch Flavored Thick Cut Bacon, currently available at select retailers nationwide, this sizzling sequel is flipping the script at the breakfast table. Infused with the smoky flavor of Hormel Black Label Bacon and blasted with Cinnadust, this limited-edition cereal delivers savory satisfaction with every crunchy bite, making it perfect for breakfast or snacking.
“This collaboration is rewriting the rules of breakfast,” said Brandon Tyrrell, Senior Marketing Manager at General Mills. “Bringing these two iconic breakfast staples and irresistible flavors together gives our fans even more reasons why they Must Cinnadust.”
“After seeing the fan response to last year’s collaboration, we knew we had to bring these two breakfast icons back together,” said Aly Sill, Senior Brand Manager at Hormel Foods. “We’re shaking up the way bacon fits into daily routines, and we can’t wait for consumers to experience it.”
Each specially designed 6-ounce pouch is adorned with Cinnamon Toast Crunch Cinnaswirls and the inspired flavor of Hormel Black Label Bacon, uniting the signature branding of both household names for one unforgettable breakfast experience.
Starting Tuesday, July 8, fans can snag a pouch of Cinnamon Toast Crunch Hormel Black Label Bacon Flavored Cereal for $5.84, available exclusively at Walmart.com, while supplies last.
*Made with artificial bacon flavor
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Urban Cowboy: Old El Paso Lassos Aussie Country Singer for Ads
Cowboy-core is having a moment. Fringe is flying, boots are stomping, and belt buckles are back. Now, Old El Paso is dialing up the heat this summer, by turning taco night into a full-blown cowboy talent show. The Tex-Mex brand is debuting “Castin’ the Cowboy,” a playful take on the talent casting process, where country music superstar Keith Urban lends his judging experience to weigh in on a flavorful showcase of taco night contenders.
Old El Paso is putting the spotlight on 10 musicians who bring flavor, fun, and flair to the table in the “Castin’ the Cowboy” content series. From taco ballads and fake guitars (and horses) to full-on cowboy-inspired performances, each hopeful is vying for a shot to take on the cowboy persona and lead Old El Paso’s next taco-night era, with Urban adding his input.
“Watching our touring crew demolish a table full of tacos is like being at a huge family gathering,” said Urban. “Good food, big personalities, and a great atmosphere – that’s what being on the road is all about. So, when Old El Paso approached me with their “Castin’ the Cowboy” campaign, it felt like the perfect way to combine the two.”
But this taco night casting call isn’t something to scroll past. Urban is asking fans to follow along and cheer on their favorite audition. When all is said and sung, he will ultimately crown Old El Paso’s newest “cowboy” later this summer. A few lucky fans who guess the new cowboy will also have the chance to win exclusive prizes like a Keith Urban-signed Old El Paso cowboy belt buckle and taco-themed surprises including Old El Paso taco kits.
“There’s never been a better time to bring western flair to the dinner table,” said Brand Experience Manager for Old El Paso, Jenny Jonker. “With the current country-themed trend, it felt like the perfect time to tap into our own Tex-Mex roots. Old El Paso has always been about bringing bold flavor and fun to the table, and Keith brings the perfect mix of heart, humor, and star power to help us celebrate taco night in an unexpected way.”
This summer, Urban will also be hitting the road on his HIGH AND ALIVE WORLD TOUR. Visit keithurban.com for ticket information and links to Keith’s latest album HIGH.
To stay in the loop and watch the “Castin’ the Cowboy” content series, follow @OldElPaso on Instagram and @OldElPaso_Official on TikTok to get in the casting fun.
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