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From Pumpkin Spice to Frightful Delights 

31 October 2023

From Pumpkin Spice to Frightful Delights, what are our favourite Marketing Camapigns of all times?

Here at Natterjack Marketing, you know we love a creative marketing campaign but how has Halloween, once considered an exclusively American celebration, become a significant cultural phenomenon in the United Kingdom?

The retail sector hands down have played a pivotal role in Halloween's growth in the UK by stocking Halloween-themed merchandise, from costumes to decorations, making it a part of British households. We’ve all been in our local shops and supermarkets recently and been inundated with spooktacular gifts and gizmos!

Not to feel left out, our media and entertainment have got on board too. American media, including movies, TV shows, and social media, introduced Brits to the allure of Halloween. Popular shows like "The Simpsons" and movies like "Hocus Pocus" fostered a sense of nostalgia and intrigue around the holiday.

And last but not least, food and beverage companies have integrated Halloween into their marketing strategies with Starbucks leading the charge with their pumpkin-spiced lattes and spooky treats, creating anticipation for not only Halloween but Autumnal themed indulgences.

You know we love dissecting a marketing campaign and have picked out three of our favourites in recent years.

Number one has to be our American fast-food friends with larger than life marketing budgets, McDonald's. American by nature, they often runs Halloween-themed campaigns, offering special menu items like the "Monster Mac." This year they have teamed up with Squishmallows for their Happy Meals, which will include a halloween themed Squishmallow inside. Have you seen them? And have you tried one of their Twix Toffee Apple McFlurries? These campaigns leverage their popular items and feature special packaging and digital marketing to create Halloween buzz.

Burger King also participates in Halloween with special menu items like the "Spooky Sundae” and who could forget their “Come as a clown, eat like a king” campaign in 2021? Throwing shade at their rival Mr Ronal McDonald but joining in on the Halloween theme, we love this campaign. Burger King did actually offer free burgers to those dressed as a clown and stole a whole load of column inches at the same time too!!!

Marmite introduces limited edition flavours or packaging with a "Haunting Flavors" campaign. They encourage consumers to share daring Marmite combinations on Halloween treats, making Marmite a memorable part of Halloween celebrations. Back in 2018 they riffed on the theme of their divisive nature and the fact that their tagline is love it or hate it, they created novelty Halloween packaging offering green “poisoning” for the haters and pink “potion” for the lovers. Full marks for creativity Marmite!!!

What’s your favourite Halloween marketing campaign?

Rosie Graves 
Senior digital marketing exec
Rosie Groves blog author

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