General Mills has launched an on-pack promotion for its Old El Paso brand, giving shoppers a chance to win a trip to Mexico.

The competition will be supported by a social media campaign and limited-edition packaging, centered on the traditional Mexican Day of the Dead, which celebrates the lives of those no longer with us.

Mexican cuisine accounts for the UK’s top two fastest-growing restaurant chains, while UK consumers spent an estimated £320m on Halloween goods last year – a 3.2% rise on 2016 spend.

Lindsay Hill, marketing manager for Old El Paso at General Mills, said: “Our Day of the Dead campaign will particularly appeal to younger, millennial shoppers who already love the fun of Halloween.”