M&M's® are part of ALL holidays but THIS one.
So, how do we bring M&M's to the Día de los Muertos celebration and at the same time help preserve the traditions that generations of Latinos feel like they might get forgotten?
We launched this idea at H-E-B®, a retailer with a huge Hispanic base. The foundation for the campaign was an activity book full with tips and suggestions, most incorporating M&M's, on how to honor your loved ones with a little extra sweetness.
Every piece of content was made with the intention to honor this important day for many. I had the privilege of writing all the content. My partner created all the art. The recipes were custom-made as well to feature M&M's where possible to make sure we were being respectful to the celebration.
Front Cover
Inside Front Cover
Inside Back Cover
Back Cover
The campaign also featured limited time only packaging with a special mix of orange, yellow and purple peanut M&M's, influencers and community engagement including live segments on local TV and a presence at Día de los Muertos Festivals with printed activity books.
This campaign received support with in-store merchandising and digital media through H-E-B Retail Media. A digital version of the activity book could be found off the M&M's brand landing page on heb.com, driving some incredible results and giving shoppers the chance to add a little extra sweetness to their celebration.