Old El Paso has released nine meal kits and sides in limited-edition packs to help people across the country mark the Day of the Dead (2 November) – the Mexican holiday centred on celebrating the lives of loved ones that have passed away – by throwing their own fiesta.
Five of the SKUs, which are on shelf now until mid-November, 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 to create the ultimate Mexican fiesta at home.
Activity will be amplified by a six figure media investment, which includes a TV advert running from 4 to 31 October.
Jose Alves, Senior Brand Manager at Old El Paso, said: “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.”
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), and Old El Paso Extra Mild Super Tasty Fajita Kit (476g).
