General Mills conducts Taco Fest promotion
General Mills will conduct a promotion in Toronto from June 17 to 19 in support of its Old El Paso product line. The promotion is intended to raise awareness of the Mexican food line with millennial-aged consumers. It will take the form of an event called "Taco Fest." Visitors to the event will be invited to ride a mechanical bull in the shape of a taco. Those who do will receive a free sample of the brand's new Tortilla Bowls. The event is being supported with social media and influencer activities. The promotion was developed by The Colony Project of Toronto.