Old El Paso has been on a mission to get more people eating more tacos on game day, so when the iconic brand and Cinnamon Toast Crunch told us they were teaming up for one epic collaboration, we said count us in — we would tackle the launch of their Dessert Taco Shells with a buzzy new campaign. Actually, we’d hijack conversations surrounding the Big Game by bringing together football legends JJ Watt (the #1 Old El Paso fan) and Justin Jefferson (the biggest Cinnamon Toast Crunch lover on the planet) for a week-long social activation. A dual threat meets dual threat kind of play, the partnership wasn’t just about the product’s limited edition box, which we created to spotlight the JJs and their mutual love of the sweet new treat. It was about furthering the connection between tacos and touchdowns — and positioning Old El Paso as the ultimate game day food. So, after the JJs teased the collab of the season on their social channels, both brands shared the big news with the rest of the world: the Most Valuable Taco (MVT) had arrived — online and, thanks to a CGI social stunt, in Las Vegas as a parody of the annual MVP awards and football honors. Then, we tapped four major food and football influencers to share MVT-inspired content on their channels, driving awareness and boosting sales. Finally, we recapped the week on Old El Paso’s social channels with a sizzle reel worthy of the sweetest player in the game.‍As a result, the Dessert Taco Shells sold out within the first day of becoming available. Touchdown.