The spookiest marketing campaigns of 2024

Spooky season is here, and this year, consumers are set to go big on spending. In the UK alone, Halloween spending is projected to reach a staggering £776 million.

According to research, nearly 3 in 5 Brits (58%) plan to make a Halloween-related purchase, with an average spend of £25 per person. This presents a significant opportunity for brands to boost sales and enhance brand loyalty through creative marketing campaigns. So, which campaigns are standing out in 2024?

Heinz & Walkers

Although Heinz has faced some backlash over two recent adverts, the brand received positive publicity in September through its clever collaboration with Walkers Monster Munch.

The two iconic brands teamed up ahead of Halloween to launch a horrifyingly unusual product—pickled-onion-flavoured mayo. The limited-edition sauce was inspired by research showing that 42% of Gen Z take Halloween parties very seriously, and 61% believe that food is a key element in hosting the perfect party.

In response, Heinz and Walkers created the ultimate party feature, offering a spooky twist on Monster Munch crisps. While it may not cater to everyone’s taste, the product certainly sparked countless conversations online!

M&M’s & Ring

M&M’s partnered with Amazon’s video doorbell brand, Ring, to add some chocolatey scares to UK households this Halloween.

Throughout October, Ring users could set their doorbell to play a range of fun and eerie Quick Replies from M&M’s mascot, Red. Trick-or-treaters who rang the doorbell were greeted by Red, who then challenged them with various entertaining tasks.

According to M&M’s, the campaign was designed to encourage more people to embrace trick-or-treating traditions, while creating memorable moments—and video content—along the way.

Fanta & Warner Brothers

Fanta teamed up with Warner Brothers Studios for a thrilling collaboration with one of 2024’s most anticipated sequels: Beetlejuice.

To celebrate the partnership, Fanta launched a limited-edition flavour, Fanta Zero Afterlife, combining apple and lychee in a ghoulish new drink. The packaging features Beetlejuice himself, along with the iconic black and white stripes of his outfit from the film.

Beyond its hero flavour, Fanta also gave a spooky twist to its other flavours, highlighting other Beetlejuice characters. This includes Fanta Orange x Astrid, Fanta Fruit Twist x Lydia, and Fanta Lemon x Dolores.

Just as Christmas has become an essential part of marketing calendars, Halloween is increasingly critical, with more brands jumping on the bandwagon each year. Halloween offers the perfect opportunity for brands to connect with audiences in fun, engaging ways that ultimately drive sales. To remain competitive, brands must capitalise on the seasonal opportunity, or risk being left behind.