M&M's Brings Halloween Fun to Every Doorstep

M&M'S global brand platform 'It's More Fun Together' gets a spooky twist this Halloween. The new brand campaign in partnership with Ring and Europe's #1 tourist destination, Disneyland Paris Halloween has evolved from a one-day event to a full season of spooky celebration, yet consumers still find themselves underprepared and uninspired.

This year, M&M'S - the number one global confectionary brand - is stepping in to change that, with an integrated European campaign that is built around the idea that Halloween fun centres on the doorstep. It's where decorations take pride of place, pumpkins glow and trick-or-treaters connect with their community. M&M'S campaign will transform the humble doorstep into a stage for togetherness, creativity and unforgettable Halloween fun.

Anchored in the brand's new global brand platform 'It's More Fun Together', M&M'S invites families and friends to celebrate Halloween in playful, ways that bring people together  right on their doorstep.

The campaign is designed to inspire fun on the doorstep, with M&M'S showing how anyone can get into the Halloween spirit, by sharing inspiration on how to transform doorsteps with simple, playful decorations. Inspired by real content shared on platforms like Pinterest (and allowing for personalisation at scale), M&M'S will share simple hacks - with M&M’S packs adding to the decorative fun.

The campaign will also include the following phases:

1. Unlock doors to Disneyland Paris (throughout October); Leveraging its partnership with Disneyland Paris - the #1 tourist destination in Europe - M&M'S will bring an interactive twist to the season. Limited edition promotional packs will feature QR codes that lead to an AR experience where they can open a 'door' to discover whether they and their crew have won a trip to Disneyland Paris

2. Experiential Trick or Treat Treasure Hunt at Disneyland Paris (throughout October): Featuring bespoke decorated doors with uniquely M&M'S details, this deliciously exciting complimentary treasure hunt will delight the Disneyland Park Guests and take them on a unique, spooky Halloween adventure.

3. New Ring Quick Replies: Ring customers can set their Ring Video Doorbell to greet visitors, delivery drivers and friends with fun and spooky pranks voiced by Red, M&M’s iconic spokescandy. Building on last year’s success, this collaboration delivers a playful brand experience right on the doorstep.

4. Participate in fun together at M&M’s London: M&M'S will be giving consumers fun Halloween experiences at the M&M’S Leicester Square store until the 31st October. Running across key European markets (Netherlands, Germany, France and UK), the Disney campaign will span OOH/DOOH, OLV, TVC, targeted social, and trade PR, alongside a dedicated Ring campaign for the UK. Every touchpoint is designed to inspire consumers to bring Halloween fun to their doorsteps - and to share that fun together.

​Fabio Ruffet, VP brands and content, Europe and Central Eurasia, Mars Snacking, says, "Our new M&M'S campaign aims to inspire consumers to prepare for and enjoy the Halloween fun - not just on October 31st but throughout the entire season. Creatively we have focused on the doorstep, recognising it as the heart of the Halloween fun. Whether that’s decorations, trick or treating, or hosting gatherings, M&M'S wants to help people embrace those special moments together and have fun along the way."

James Fernandes, creative director at T&P (The&Partnership) says, ‘M&M’S new Halloween campaign is all about bringing the brand’s playful spirit to life but using the front door as our springboard to fun. By playfully leaning into media, we are giving people the inspiration and tools to create even more fun right on their doorstep this Halloween.”