How on Earth did it take Old El Paso this long to come up with such a great premise!? Ethic profiling aside, it is impossible to think of anyone more suited to selling Fajita mix and Taco spice than Machette. Trejo is a notorious Mexican actor, and he has the sort of face that sticks with people. Old El Pasos choice to maintain Trejos devilish menace, adds a definite, if not slightly violent, comedy to their campaign, and demonstrates a willingness to embrace emerging niche icons. In the UK particularly, Old El Passo have never really had any rivals in the flour wrap / Enchilada dinner kit market. But now, with Danny Trejo scowling in their corner; I cannot imagine anyone other than OEP selling a single Taco shell ever again. Genius!