Old El Paso embraces the popular cowboy aesthetic and spotlights the next Tex-Mex star

Cowboy-core is having a moment. Fringe is flying, boots are stomping, and belt buckles are back. Now, Old El Paso is dialing up the heat this summer, by turning taco night into a full-blown cowboy talent show. The Tex-Mex brand is debuting “Castin’ the Cowboy,” a playful take on the talent casting process, where country music superstar Keith Urban lends his judging experience to weigh in on a flavorful showcase of taco night contenders.

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Country music superstar Keith Urban takes the reins with Old El Paso to search for the next cowboy icon to spice up taco night.

Old El Paso is putting the spotlight on 10 musicians who bring flavor, fun, and flair to the table in the “Castin’ the Cowboy” content series. From taco ballads and fake guitars (and horses) to full-on cowboy-inspired performances, each hopeful is vying for a shot to take on the cowboy persona and lead Old El Paso’s next taco-night era, with Urban adding his input.

“Watching our touring crew demolish a table full of tacos is like being at a huge family gathering,” said Urban. “Good food, big personalities, and a great atmosphere – that’s what being on the road is all about. So, when Old El Paso approached me with their “Castin’ the Cowboy” campaign, it felt like the perfect way to combine the two.”

But this taco night casting call isn’t something to scroll past. Urban is asking fans to follow along and cheer on their favorite audition. When all is said and sung, he will ultimately crown Old El Paso’s newest “cowboy” later this summer. A few lucky fans who guess the new cowboy will also have the chance to win exclusive prizes like a Keith Urban-signed Old El Paso cowboy belt buckle and taco-themed surprises including Old El Paso taco kits.

“There’s never been a better time to bring western flair to the dinner table,” said Brand Experience Manager for Old El Paso, Jenny Jonker. “With the current country-themed trend, it felt like the perfect time to tap into our own Tex-Mex roots. Old El Paso has always been about bringing bold flavor and fun to the table, and Keith brings the perfect mix of heart, humor, and star power to help us celebrate taco night in an unexpected way.”

This summer, Urban will also be hitting the road on his HIGH AND ALIVE WORLD TOUR. Visit keithurban.com for ticket information and links to Keith’s latest album HIGH.

To stay in the loop and watch the “Castin’ the Cowboy” content series, follow @OldElPaso on Instagram and @OldElPaso_Official on TikTok to get in the casting fun.

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. General Mills generated fiscal 2024 net sales of U.S. $20 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion. For more information, visit www.generalmills.com.

About Keith Urban

Keith Urban has spent the better part of his life harnessing a deep-seated passion for music. His authenticity, talent and driving musical inquisitiveness, helps to understand why he is one of the most successful and well-respected artists in the world. He’s won 4 GRAMMY© Awards, 13 CMAs (including 2x Entertainer of the Year), fifteen ACMs (including the prestigious Triple Crown for winner Best New Artist, Male Vocalist and Entertainer of the Year), 3 AMAs, 2 People’s Choice Awards, celebrated 9 consecutive gold, platinum or multi-platinum albums, which have produced more than 10 BILLION streams. His HIGH AND ALIVE WORLD TOUR will feature concerts throughout the United States, Canada and Australia and in October Urban will be the featured headliner on the new CBS music series, “The Road,” which highlights his, and Blake Shelton’s journey in search of the next big musician.

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