Andy Murray and Old El Paso have teamed up on a new celebrity and influencer-led campaign, the #MessFreeChallenge, to support the launch the new Old El Paso Tortilla Pockets product.
To mark the launch, the pair have announced the donation of 20,000 Meal Kits to FareShare to feed UK families in need.
The #MessFreeChallenge was kicked off by Nick Kyrgios in Australia, who nominated Murray. The Scottish three-time Grand Slam champion showed that his skills with the tennis ball extend to his feet, performing keepy-uppies to camera while holding a Tortilla Pocket in either hand - without making a mess.
“We’re honoured that a sporting icon like Andy Murray accepted the Old El Paso #messfreechallenge to take it global,” said Arjoon Bose, Europe-Australasia Head of Culture and Brand Experience, General Mills - owner of the Old El Paso brand.
“He is a true role model with an incredible platform to amplify the challenge and we are grateful to him endorsing his support to FareShare – a hugely important cause. We’re thrilled with the engagement we’ve had in Australia starting with Nick Kyrgios and now look forward to take it to the next level with Andy and the incredible roster of tennis personalities he has challenged to take part, create their own spin on the challenge and spread the word. This campaign is a real example of international sports stars coming together to be a force for good.”
Murray added: The Old El Paso #MessFreeChallenge is a fun initiative, and I’m looking forward to seeing what the tennis world comes up with - my challenge was certainly a lot tougher than Nick’s!
“It was important to me that we were able to give back as part of the challenge, so together we’ve donated 20,000 meal kits to FareShare, which will be distributed to families in need throughout the UK.”
Old El Paso also partnered with the Nick Kyrgios Foundation to donate 10,000 Meal Kits via Foodbank Australia, with one additional meal kit donated for every share of the Nick Kyrgios’ challenge video on Instagram Stories.