Halloween represents a key seasonal opportunity for M&M’s – a time to drive engagement and sales during one of the biggest moments in the shopper calendar. With the occasion growing in popularity each year, our challenge was to help the brand maximise its visibility and maintain excitement throughout the season.

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We began in August by supporting M&M’s partnership with Disneyland Paris, building early momentum and family appeal. As Halloween approached, we dialled up the fun with the ‘Share Scarily Good Treats This Halloween’ activation, helping retailers bring playful, high-impact, spooky M&M’s theatre to their stores.

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From digital ads and front-of-store animated 6 sheets to theatrical POS at shelf and throughout the store, both campaigns were brought to life through an Activation Toolkit. Designed to guide every stage of the shopper journey, it ensures M&M’s stayed front of mind from the first hint of autumn through to Halloween night.