Old El Paso was launching Tortilla Pockets, a tortilla you can stuff. Groundbreaking. A weird product, but at the heart of it is a consumer pain point, tortilla wraps get messy.

So we could have talked about the food-tech behind the product, or even how to stuff the things (from the top, duh!). Or we could get international athletes to show off what they can do all whilst eating a tortilla pocket, mess-free.

I led this global campaign through two iterations, managing Australian and international athletes, live PR crosses, and campaign rollouts for multiple markets.