These Old El Paso Day of the Dead packs are a series of limited-edition products making their way to the UK market in celebration of the namesake Mexican holiday (Dia de los Muertos), which takes place on November 2. The campaign includes the brand's various Tex-Mex meal kits covered in a variety of Mexican imagery including bright colors, sugar skulls and more. The packs also feature QR codes for parents and kids to scan to get some inspiration for how they can mark the occasion.
Head of Meals at General Mills Aditi Hilgers spoke on the Old El Paso Day of the Dead packs saying, "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! 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.”
Key Themes Behind This Trend
- Limited-edition Celebration Packs
- The Old El Paso Day of the Dead packs are limited-edition products designed to celebrate Dia de los Muertos with vibrant Mexican imagery.
- QR Code Activation
- The packs feature QR codes that parents and kids can scan to gather inspiration and ideas for how to celebrate the Mexican holiday.
- Themed Meal Kits
- Old El Paso offers Tex-Mex meal kits covered in Mexican imagery, including bright colors and sugar skulls, to make the occasion extra special.
Where This Applies
- Food and Beverage
- Food and beverage businesses can capitalize on the trend by releasing limited-edition celebration packs with unique themes and vibrant designs.
- Technology
- Technology companies can explore QR code activation opportunities for brands and products to enhance customer engagement and provide inspiration for special occasions.
- Retail
- Retailers can tap into the demand for themed meal kits by offering a variety of Tex-Mex kits featuring captivating Mexican imagery and flavors in limited-edition packaging.
