Keith Urban Crowns Elroy in Old El Paso’s Castin’ the Cowboy Finale
Elroy wins Old El Paso Castin’ the Cowboy contest, chosen by Keith Urban as the new voice of taco night. New ad campaign begins this summer.
A BRAND
Elroy has been named the winner of the Old El Paso Castin’ the Cowboy content series, officially becoming the new voice of taco night in a summer ad campaign.
The campaign finale featured country star Keith Urban selecting Elroy as the standout among weeks of performances, themed standoffs, and Tex-Mex flair. Elroy’s singing, bold character, and taco-night passion helped him rise to the top.
New Cowboy Campaign Rolls Out
Old El Paso’s new ad campaign puts Elroy at center stage, starting this summer and continuing through fall. He steps into the role with signature cowboy charisma, backed by the brand’s full Tex-Mex lineup including Stand ’N Stuff shells, Creamy Queso sauce, and dinner kits.
The content series was designed to bring energy and fun to mealtime. According to Old El Paso, Elroy’s next appearances will continue that focus — making taco night feel bold, memorable, and easy for families.
The old El Paso Castin 'The Cowboy series originally launched The Taste and Fun with a modern cowboy vri. It got traction on social media with fan talks on Instagram and Tikok.
The campaign is part of the broad brand strategy of General Mills, which is to innovate and expand consumer engagement in the portfolio, including Old L Paso, Pilsbury, Cheerios and Hezen-Dazes.
Elroy now leads the charge as the new face of taco night — and the journey that started with music and mealtime ends with a new cowboy taking the reins.
Old El Paso fans can follow the full campaign @OldElPaso on Instagram and @OldElPaso_Official on TikTok.
The Old El Paso Castin’ the Cowboy series ends, but Elroy’s role is just beginning.