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To launch Old El Paso’s new Tortilla Pockets™, a new global product innovation uniquely designed for mess-free Mexican mealtimes, we kicked off a social media challenge, the #MessFreeChallenge, featuring sports stars from all over the globe stress-testing the new Tortilla Pockets by holding and eating one whilst playing their sport – totally mess-free – and then challenging their fellow sports stars to level up the game.

What began as a new product launch in Australia quickly turned into a worldwide charitable movement on social media, with 100,000 Mex meals being donated to local food banks.