General Mills is to fork out £6m to show consumers how and when to eat Mexican food in new TV ads for its Old El Paso brand. Hitting screens on Wednesday (May 1), the campaign ­ the brand's biggest TV budget yet ­ includes two executions over three months. Andrew Wardlaw, category development manager, said the biggest problem facing the brand was clearing up consumers' confusion about Mexican products. "The most common questions are What does it taste like?' and How do I make it'," he said. The first ad, entitled TV Mum', shows family mealtimes and features the brand's Fajita and Taco Dinner Kits and Flour Tortillas. The second, planned for mid-June, will focus on how to prepare the food. Other activity includes tailored price promotions and PoS to boost visibility in-store. Growth in ethnic foods overall is static, but Mexican food ­ the third largest sector ­ is showing an increase of 6% by value year-on-year. Wardlaw said Mexican products did not cannibalise sales of other established ethnic food sectors. "Consumers see it as something different,' he said. General Mills acquired the brand when it bought the Pillsbury Foods division of Diageo in November 2001. {{P&P }}