General Mills’ Old El Paso brand is giving Halloween a Mexican Day of the Dead twist in a through-the-line campaign including a ‘Win a Trip to Mexico’ on-pack competition and limited-edition packaging. The activation centres on the traditional Mexican Day of the Dead celebrations from 31 October- 2 November with vibrant street parties and family meals celebrating the lives of the departed. Mexican cuisine accounts for the UK’s top two fastest-growing restaurant chains, while UK consumers spent an estimated £320m on Halloween goods last year, 3.2% up on 2016.

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