Old El Paso is launching a Day of the Dead campaign and on-pack competition, designed to drive sales during the Halloween trading period.

The new campaign from the General Mills brand includes a ‘Win a Trip to Mexico’ on-pack competition supported by social media, PR and limited-edition packaging.

The activation centres on the traditional Mexican Day of the Dead celebrations and street parties that take place every year from 31 October to 2 November. 

Commenting on the activity, Lindsay Hill, marketing manager for Old El Paso at General Mills UK, said: “Research tells us that 91% of shoppers are open to Mexican flavours, with household penetration now at 56% [Nielsen Homescan MAT World Foods Report, 30 Dec 2017]. Our Day of the Dead campaign taps into an authentic, credible Mexican festival to boost brand awareness and give our target shoppers a fantastic reason to purchase.

“It will particularly appeal to younger, millennial shoppers who already love the fun of Halloween and will continue to support the event – and buy into Old El Paso – as they start their young families. Nielsen Homescan data from 2017 tells us that 55% of households with children bought more special products for Halloween, so we’re very excited by the potential that Day of the Dead will bring to Old El Paso.”

Promotional packs, supporting the Old El Paso’s Day of the Dead campaign, are available in stores now and are designed to coincide with the latest TV burst for the Old El Paso Stand n’ Stuff range.