Old El Paso returns to celebrate Day Of The Dead

Mexican food brand Old El Paso is back with limited-edition themed packs across best-selling SKUs in celebration of Mexican festival "Dia de los Muertos", more commonly known in the UK as "Day of the Dead".

A tradition that takes place on 2 November, the Day of the Dead is centred on bringing families and friends together to celebrate and honour the lives of departed loved ones with a colourful, joy-filled fiesta. Through the brand’s limited-edition campaign, Old El Paso is inspiring UK households to immerse themselves in the tradition by getting together around the table to "Dine Loud and Proud" and enjoy a delicious, high quality Mexican feast while remembering loved ones.

As the holiday revolves around vibrant colours, parades, loud music, decorated skulls and marigold flowers, Old El Paso is offering two fiesta-ready themed on-packs across its Smoky BBQ Fajita and Cheesy Baked Enchilada kits across all stores. The packs include fun, cut-out masks for children get creative with, and a QR code directing consumers to a dedicated section on the Old El Paso website with food and drink inspiration, decorations, and music playlists to help shoppers truly get into the spirit.

The Day of the Dead activity will be supported by influencer content, organic social posts, and shopper in-store/online. Coinciding with the Halloween period, the vibrant limited edition on-packs also give retailers the opportunity to extend the SKUs to the seasonal aisle.

“We are excited to be bringing back our themed packs to encourage UK families to connect over the dinner table in a new and exciting way!" said Aditi Hilgers, Head of Meals at General Mills. "With Day of the Dead’s proximity to Halloween, it’s already a key time in the year for parties, food and drink and themed fun. Our limited-edition packs across two consumer favourite SKUs and online fiesta kit are therefore the perfect ingredients for fuelling some extra special celebrations.”