The Old El Paso Day of the Dead campaign has been unveiled by the brand in the UK as a way to mark the Mexican holiday and encourage consumers to partake in the traditional celebrations.
The campaign will see limited-edition packaging being rolled out as well as a TV advertisement that encourages consumers to "Make Some Noise this Day of the Dead." Consumers can also find a candy skull mask within the kit that encourages them to decorate it from home and celebrate with friends.
Senior Brand Manager Chris Doe spoke on the Old El Paso Day of the Dead campaign saying, "October is a key power period for us, with the ‘Big Night In’ and Halloween occasions bringing family and friends together to share food and have a fiesta. Thanks to the informal, social and fun-to-share nature of Mexican, Old El Paso is the perfect meal for these get-togethers. Our Day of the Dead activation, which forms part of our biggest creative campaign to date, has been designed to further boost the family fun, in turn increasing penetration for the Mexican category.”