Old El Paso Partners with Keith Urban for “Castin’ the Cowboy” Talent Campaign
Photo Credit: Old El Paso
MINNEAPOLIS, June 19, 2025 (ENTERTAINMENT INTERVIEWS) — Consumer goods company General Mills, through its Tex-Mex brand Old El Paso, has announced the launch of “Castin’ the Cowboy,” a campaign aimed at finding the next cowboy-themed ambassador for taco night. The content series features country music artist Keith Urban, who will provide commentary as 10 performers compete for the role.
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The campaign showcases a variety of musical performances, each contestant bringing their own interpretation of the cowboy persona in a bid to represent Old El Paso in its upcoming marketing efforts. Fans are invited to follow the series on Old El Paso’s social media channels and participate by voting for their favorite candidate.
“Watching our touring crew demolish a table full of tacos is like being at a huge family gathering. 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,” said Keith Urban, according to the company.
“There’s never been a better time to bring western flair to the dinner table. 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,” said Jenny Jonker, brand experience manager for Old El Paso.
Urban is expected to select the winning contestant later this summer. Fans who correctly identify the winner will be eligible for prizes, including a signed Old El Paso cowboy belt buckle and taco-related merchandise.
For more information, visit www.generalmills.com.
Source: General Mills
