The UK’s number one World Food brand[1], 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. An increasingly popular event in UK culture, the Mexican holiday 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.

Coinciding with the Halloween period, which is traditionally focused on confectionery, the campaign presents an opportunity for retailers to extend the themed fun into the World Food aisle and offer shoppers a new and exciting way to celebrate the season. Mexican is also a great meal solution for increased family gatherings during this time; Old El Paso’s quick and easy preparation and wide range of sharing dishes make it the ideal facilitator for connections around the dinner table.

Activity will be amplified by six figure media investment, which includes a TV advert running from 4th-31st 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.

Jose Alves, Senior Brand Manager at Old El Paso, 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!”

Retailers are encouraged to join in the themed fun by stocking up on Old El Paso’s limited-edition SKUs now.

Day of the Dead SKUs include:

  • Old El Paso™ Tortilla Pockets Mild Kit 375g
  • Old El Paso™ 8 Tortilla Pockets 223g
  • Old El Paso™ Smoky BBQ Fajita Kit 500g
  • Old El Paso™ Cheesy Baked Enchilada Kit 663g
  • Old El Paso™ 8 Regular Tortillas 326g
  • Old El Paso™ Tortilla Nachips™ Original 185g
  • Old El Paso™ Stand N’ Stuff Smoky BBQ Kit 350g
  • Old El Paso™ Tortilla Bowls Sea Salt 150g

[1] Nielsen Scantrack | World Foods Database | Data to 31.01.21 *Excludes Pasta & Rice offerings

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