Old El Paso is inviting people across the country to take part in this year’s Day of the Dead by throwing their own fiesta. The Mexican holiday (2 November) is centred upon celebrating the lives of loved ones that have passed away. Families come together for a festival of vibrant colours, music, dancing and delicious food.
To help UK households join in the fun, Old El Paso has released nine tasty meal kits and sides in eye-catching limited-edition packs. On shelf now until mid-November, five of the SKUs feature a different skull mask to cut out and collect. Each pack also displays a QR code for shoppers to easily access Old El Paso’s special Day of the Dead landing page, which features recipes, quizzes and tips for the ultimate Mexican fiesta at home.
Activity will be amplified by six figure media investment, which includes a TV advert running from 4-31 October. Strong shopper support is also planned across six leading retailers, with messaging that encourages consumers to learn more about Day of the Dead and take part. The creative will have ultimate visibility throughout the shopper journey both in store and online.
Senior brand manager at Old El Paso Jose Alves said: “We’re really excited by this year’s Day of the Dead campaign. We’ve gone bigger and bolder with limited edition packaging across more products than ever before, plus our new landing page with all the tools you need for the perfect party!
“The Day of the Dead celebration is truly aligned with the mission at the heart of our brand – bringing people together to inspire the good noise that happens when we truly connect. And what better way to brighten up a cold dark evening than with family, friends and a fiesta!”