Case Study: Old El Paso achieves an 8-point brand favorability lift and 4x ad recall with Pinterest Promoted Video

Old El Paso - Customer Case Study

Old El Paso, the quick-and-easy Mexican food brand, sought to boost Pin awareness, brand favorability and recipe intent by testing Pinterest’s new Promoted Video format with an intent-driven Pinterest audience. Their challenge was to create a short, attention-grabbing video that would showcase a simple recipe and lift key brand attributes (interesting, creative, energetic, authentic, reliable, surprising).

Working with Pinterest’s Pin Factory, Old El Paso produced a Mini Churro Taco Boats Promoted Video targeted to the “foodie” persona and measured impact with Millward Brown using in‑app surveys and holdout groups. The campaign delivered strong results: Promoted Video drove 4x higher ad recall than non-video ads, increased brand favorability by +8 points, raised association with “creative” by +10 points and boosted intent to try the recipe by +8 points.

Old El Paso

Meredith Schaffner

Associate Marketing Manager