Kristen França

Our Favorite Halloween Campaigns | 2020 Edition

Halloween is here and, for many, it sparks a lot of joy (Marie Kondo may not agree, but we sure do). It is one of the few holidays that appeals to all of the senses. Whether that means the spine-crawling feeling that you get while huddling under a blanket and watching a scary movie, that moment of release offered by screaming at a monster that popped up in a haunted house, the feeling of pumpkin guts between your fingers, or the joy of seeing a dog dressed in a costume — the ingredients for memorable experiences abound.

At Drawn, we love combining analog and digital experiences because we find that it is one of the best ways to create a long-lasting impression. Halloween is probably one of the most fun and creative times to be in design, because it forces companies to push the envelope. It is a holiday that allows us to think outside the box and try to come up with something that is spooky, ghoulish, and so clever that it is scary.

Halloween is going to look slightly different this year, but that just means that marketers have to come up with creative solutions to adapt with the times. Here are some who we think did it well:


Burger King’s “Bloody Mary” Spin-off

In Sweden and Denmark, Burger King has installed voice recognition software in the restrooms of select restaurants. If it hears the phrase “canceled clown” three times, a vision of McDonald’s ex-mascot Ronald McDonald will appear in the mirror, giving restroom goers a fright and playing on the urban legend of “Bloody Mary.”


Chipotle’s Boorito Promotion

On its 20th anniversary, Chipotle has taken their loved Boorito promotion and pivoted to digital promotion via TikTok, Twitter, and Instagram. (How very 2020.) Between October 29 and 31, people will have to text the secret keyword hidden in their social posts to a specific number and if they are one of the lucky winners, they can claim their BOGO Boorito at their local Chipotle on Halloween Day (while supplies last). 


Dunkin’s DIY Dunkin’ Donut Decorating Kits and Spooky Flavors 

Dunkin’ always seems to be trying fun, new things for holidays, and their Halloween campaigns are no exception. This year, Dunk is offering a Halloween DIY Dunkin’ Donut Decorating Kit, which includes cake donuts, prepackaged icing in Halloween colors, and spooky sprinkle blends. They are also offering a new donut flavor, Spicy Ghost Pepper, in addition to their classic Spider Donut. 


Krispy Kreme Sweet or Treat Saturdays

It looks like the doughnuts are really killin’ it this Halloween. Krispy Kreme is offering their addictive doughnuts — seasonally decorated as wolves, Frankenstein, and Dracula. Every Saturday in October, they’ve also been offering $1 bonus dozens (to people who are already purchasing a dozen doughnuts) to share (safely) with friends and neighbors in lieu of trick-or-treating.


Temptations Cat Treats Scary Movie Short “Scaredy Cat”

Temptations Cat Treats created the first-ever horror movie for cats. Genius. The four-minute video included specific sound frequencies to capture cats’ attention, literally meaning that it was designed for cats. In association with the movie short, Temptations has come out with a limited-edition Creepy Catnip treat for movie night snacking. Again, can we say, genius?


Chuck E. Cheese + Kidz Bop’s At-Home Halloween Party

Chuck E. Cheese has partnered with Kidz Bop to offer kids an at-home Halloween party, aka an eight-hour stream of YouTube content. Included is a monster-themed hits playlist of spooky videos and lots of Halloween activities. Chuck E. Cheese stepped up to provide the food (takeout) and some old-school activities: pizza, treat bags, a Halloween activity sheet, and glow-in-the-dark temporary tattoos.


DoorDash Eat Your Costume 

DoorDash is giving away rewards for any customer who dresses up as their favorite food and posts the evidence on Instagram or Twitter. The rules are as follows: You have to take a picture of yourself dressed as a food item that can actually be ordered on DoorDash (think french fries, hot dogs, sushi, hamburgers, avocado toast, etc). Then you follow and tag DoorDash on either Instagram or Twitter using the hashtag #HashoWeen, and wait for a message where you get $10 in DoorDash credit. 


Lowe’s Safe Trick or Treating

Lowe’s has decided to take on the challenge of how to safely trick-or-treat this year by offering drive-through trick-or-treating events in the week leading up to Halloween. All kids will get candy and a “kid-sized pumpkin” at no cost. They are looking to give families safe options and they are aiming to preserve a tradition that otherwise might have been completely disrupted this year.

Wishing you all a spooky-ooky Halloween!