The campaign is targeted at ABC1 women aged 25 to 45, whom the agency believes want to eat interesting food but lack the time and the cooking skills to make dishes from scratch.
MediaCom has planned and bought a heavyweight four-month initial burst running from mid-April until July. The campaign will appear in titles including: The Mail on Sunday's You magazine, the Observer Food Monthly, ES Magazine, Sunday Times' Style, Hello magazine and Good Housekeeping.
Discovery Foods' main competitor in the Mexican food market is Old El Paso, which last year supported its range with a £2 million press and TV campaign through Leo Burnett and Carat (AC Nielsen MMS).
The ads were written by Steve Hooper and Dom Paver and were art directed by Martin Galton and Dave Westland.