Old El Paso - The context

2009. Tacos have made their way into most Canadian homes. Yet the well-known Old El Paso products have to compete with generic name brands that offer much lower prices. Furthermore, Tacos have the reputation of being a special occasion meal, rarely considered on an everyday basis. The challenge is to get the cook responsible for preparing the family dinner to think about tacos more often and to view tacos as a legitimate dinner option.