[W/DOUBLE-DECKER BUS PICTURE!] How They Market Mexican Food in England: White Gloves and Royal Bracelets!

old_el_paso_uk.jpg
Gracias, Alfonso!

Every time my friends go off on trips across the globe, I always ask them to be on the lookout for Mexican food, for the obvious reasons. A friend just came back from Europe, with a stop in London, and this is a photo he just sent over, of Old El Paso's advertising campaign in England.

The semiotics of the shot just BOGGLE THE MIND.

Firstly, you have the brilliant synthesis of Mexican food as being a natural part of England. They're no exotifying of the food, no gross stereotypes as in the past: Mexican food is just something to eat for the weekend, during a fiesta or whatever the bloody 'ell Brits call their shindigs. You also have bilingualism in the campaign: "Bring on La Fiesta." Spanglish! In England, where not even a century ago, Spaniards were barely better than the Irish!

Then there's the focus of the shot: the gloved hand with fancy bracelet, hinting that even Queen Elizabeth II needs her Mexican food. And then there's the food itself: it's not a burrito, but rather something called a "fajita roll." Although burritos are available in England, fajitas are the current obsession of Europe, just like tacos were the big thing a decade ago. Given it seems Europe is 30 years behind Mexican food trends, they should get into Kogi in about, oh, 2050.

Old El Paso, by the way, is huge in Europe. Check out this Swedish commercial...



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wichita flower shop
wichita flower shop

 just like tacos were the big thing a decade ago. Given it seems Europe is 30 years behind Mexican food trends, they should get into Kogi in about, oh, 2050.

Tanakafish
Tanakafish

Old el passo products have been on the UK market for many many years ,,, its just a joke thats all ,the Queen eats them for brekfast ?? get it

Rob
Rob

There are a few reasonable Mexican places in and around Soho. Unfortunately Mexican cuisine will never have the same presence over here as Indian or Thai which are infinitely better in the UK than any examples I tried when I lived in Costa Mesa.

Tanakafish
Tanakafish

Dear All, This is just a one off add for the Queens diamond Jubilee celebtations, it was up for one weekend only on the undderground buses etc,as there were ment to be lots of street partys hapening all over the country the old el passo guys ran this very costly add, but in true British style it pissed down all weekend  ,and most partys washed out., But if your ever in London and want good Mexican food check out Wahaca in covent garden the foods great.....

Carrion Fairy
Carrion Fairy

I've really only had disappointing experiences with Mexican food in Europe. I remember one time finding a place in Iceland that was run by a Mexican expat, and reading a lot about how he keeps it all as authentic as possible, but I ended up being pretty nonplussed by it when I got there. Iceland has a killer food scene though! Also, type:  "They're no exotifying of the food" - not*. Hire me today!

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