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Available now until mid-November, five Old El Paso meal kits will feature a different skull cut-out mask to collect, as well as a QR code for shoppers to access a Day of the Dead landing page featuring recipes and quizzes.
The activity will be supported by a six-figure media investment including a TV advert running throughout October.
Day of the Dead celebrates the lives of family and friends who have passed away, usually with music, dancing and food.
