The Haunting of Brand Campaigns: 2 Spooky Marketing Campaigns That Thrilled, 2 That Killed
- Brittini hostyn
- Sep 25
- 4 min read
Spooky Marketing Campaigns: When scare meets share
Every October, we see everything from haunted popups to “blood”-themed packaging. The right spooky spin can generate buzz, but it’s a high-stakes gamble: go too dark, tone-deaf, or off-brand and you risk backlash. Below, we dig into real campaigns that got it right and real ones that went wrong and what lessons we can take from them.
What makes (or breaks) a spooky campaign?
What helps a spooky campaign land well:
It aligns with brand identity (so the twist feels natural, not forced)
It respects audience boundaries (don’t be gratuitous or tone-deaf)
It gives something shareable (visuals, experiences, limited editions)
It taps into seasonal energy (people are already primed for spooky)
What often causes spooky campaigns to fail:
Poor timing (too early or too late)
Missing cultural context or sensitivities
Overstepping brand limits (making customers uncomfortable)
Failing to tie back to your product or message
With that in mind, here are examples.
1. Heinz’s “Tomato Blood” / “It Ha-Ha-Has to be Heinz” (2024)
Heinz (the ketchup brand) leaned into Halloween by turning its normal ketchup into a “blood”-themed special, with creative packaging, a pop-up store, and encouraging social media shareability.
The “blood” motif fits ketchup (since ketchup is already red), so it feels playful rather than forced.
They also tied it with pop culture timing (Joker imagery, horror themes) to amplify attention.
Because it was a limited edition, fans felt urgency and exclusivity.
This campaign got positive buzz; it’s exactly the kind of spooky twist people want to share, without it feeling creepy for the sake of creepy.
2. M&M’s “Interactive Ghost Story” & “Dark Movies” campaign
Mars used a digital content approach: in October, M&M’s ran “Millie & Max: A Ghost Story,” a series of 30-second interactive ghost stories, building suspense through the month. They also ran the “Dark Movies” challenge: a moody visual poster containing hidden references to 50 dark films, inviting viewers to find them all.
These are shareable, participatory, and visually engaging.
They don’t feel forced; M&M’s isn’t selling terror, but they leverage storytelling and intrigue.
It’s brand awareness rather than heavy selling, but that’s okay for Halloween.
They also appear in broader lists of standout spooky marketing campaigns.
Two Spooky-Bad (or Misfired) Campaigns
Tesco / George “mental patient” costumes
In 2013, Tesco (through its George clothing line) released a Halloween costume marketed as a “mental patient.” The outfit featured a torn straitjacket, fake blood, and a weapon. Playing into damaging stereotypes about mental illness.
Why it failed:
Insensitive subject matter: Mental health isn’t something to joke about. The costume trivialized serious issues and fueled harmful stigma.
Public backlash: Advocacy groups, customers, and the media quickly condemned the campaign. Tesco was forced to pull the product and issue a public apology.
Brand damage: Instead of being seen as cheeky or spooky, the campaign was labelled as tone-deaf and exploitative.
Lesson learned: Brands should always check how Halloween “horror” themes intersect with real-world issues. Making light of mental health, violence, or cultural identities isn’t just in poor taste. It can trigger a major PR crisis.
2. LG’s “So Real It’s Scary” elevator prank (2012) risky tension
LG once ran a hidden-camera prank to advertise the realism of their monitors. They replaced the elevator floor with a screen showing a crack opening, making riders think the floor was breaking beneath them. While it went viral and gained attention, it also risked discomfort and negative reactions (people feeling startled or unsafe).
Why it failed:
If people feel tricked or emotionally unsettled, it can backfire.
It pushes the boundary between engaging and distressing.
The link to the product (monitor realism) is clever, but it's a fine line to walk.
Also, in broader surveys of failed Halloween campaigns, some examples arise from brands that went too far trying to be edgy.
Lessons for Your Next Spooky Campaign
Halloween is one of those rare times when audiences are primed for playfulness, but it’s also a season where missteps stand out. From Heinz’s clever “Tomato Blood” to Tesco’s infamous “mental patient” backlash, the difference between spooky-good and spooky-bad often comes down to three things:
Stay aligned with your brand – If the spooky spin feels natural, people will embrace it. If it feels forced, it falls flat.
Respect boundaries – Creepy fun is welcome; trivializing real-world issues is not.
Give people something to share – Interactive, visual, or limited-edition campaigns get people talking.
When done well, a Halloween campaign can spark excitement, drive engagement, and remind your audience that your brand knows how to join the cultural moment.
Ready to make your brand stand out — without the scares? At Fox and Forth, we help businesses craft marketing campaigns that connect, engage, and build lasting impressions. Whether it’s spooky season or the middle of March, we’ll help you turn ideas into strategies that resonate.
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