Supermarkets rarely throw creativity into Halloween marketing. They have a captive audience for lollies and pumpkins – even in countries like the UK and Australia, that have stolen Halloween from the US for the fun (people) and commercial advantage (brands). But Morrisons has.

Morrisons’ fresh produce gets into the fright-thrill fun of Halloween in its OOH campaign by Leo UK   

Using simple still-life photography, Morrisons Market Street produce becomes a cast of Halloween monsters. Avocados become “Monster Eyes”, carrots turn into “Zombie Fingers”, while a red pepper becomes “Screams” at 70p each.

Each execution puts the produce front and centre against Morrisons’ distinctive green, alongside bold yellow price labels and the “More reasons to shop at Morrisons” sign-off.

The campaign will run across OOH sites across the UK for two weeks until October 31, with media planning and buying handled by Zenith UK and production by Publicis Production.

Kimberley Gill, creative director, Leo UK, stated, “Halloween is full of familiar monsters, so we created ours from something even more familiar: the fresh produce in a Morrisons shop. By combining simple visual wit with unmistakable price messaging, the work makes everyday value feel playful and timely.”

Beverely Lumb, marketing and advertising director at Morrisons, added, “This Halloween, we wanted to give customers proper value at Morrisons by bringing together fresh produce, great prices and a little seasonal fun. The campaign turns everyday ingredients into memorable Halloween characters while keeping value front and centre.”

Credits

Client: Morrisons  
Advertising Agency: Leo UK
Chief Creative Officer: Andy Long  
Creative Director: Kimberley Gill  
Creative: Rupert Knowlden  
Designer: Rupert Knowlden  
Planner: Rebecca Priest  
Business Lead: Sophie Garrett  
Account Team: Jess Lakay  
Agency Producer: Anna Matyasovszki

Media Buying Agency: Zenith UK  
Media Planner: Megan Hughes

Production Company: Publicis Production  
Producer: Jo Hodge  
Post-Production Company: Publicis Production  
Photographer: Myles New