Mars & Snickers Halloween Campaign – Don’t Let Hunger Haunt | Clapboard Ad Archive

Unexpected Guests

Description

In October 2024, Mars and Snickers teamed up with BBDO Worldwide to launch "Unexpected Guests," a compelling Halloween-themed film campaign that creatively highlights the urgency of satisfying hunger during the spooky season. Targeting a diverse audience from mega-planners who enthusiastically display their Halloween decorations immediately after Labor Day to last-minute decorators scrambling to set up lawn decor, the campaign cleverly taps into the varied Halloween preparation habits. Adding an extra layer of playfulness, even the M&M’S® Spokescandies are included in the narrative to showcase the distinct appeal of Snickers as the go-to candy to prevent hunger-induced Halloween mishaps. Marking a first in Mars’ marketing history, this campaign uniquely brings together two of its most beloved brands in a collaborative Halloween spot, enhancing its iconic status within the confectionery and snacks landscape. The campaign’s tagline, "Don’t let hunger haunt your Halloween," encapsulates the core message by blending seasonal festivity with relatable hunger-driven moments that resonate with consumers. The initiative is rolled out across multiple channels, including TV, digital, and social media, ensuring broad visibility and engagement throughout the Halloween season. With three carefully crafted media assets, "Unexpected Guests" stands out as a strategic and timely reminder from Mars that the perfect Halloween experience is incomplete without the satisfying presence of a Snickers bar, delivering both humor and brand connection in equal measure.

Credits

Client

Mars, Snickers

Agency

BBDO Worldwide

Vp North America

Ashley Gill, Heather Stuckey

Director

Adriana Madiedo, Pete Marquis

Manager

Erica Kaplan

Chief Marketing Officer

Gabrielle Wesley

Vp Of Bars For Us

Martin Terwilliger

Associate Director

Rebecca Schied

Vp

Allison Miazga-Bedrick, Derek Zimmerman

Associate Brand Director - Seasonal

Natalie Malone

Worldwide Chief Creative Officer

Chris Beresford-Hill

Executive Creative Director

Peter Kain, Marcelo Nogueira

Creative Director

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Campaign Proposition

The "Unexpected Guests" campaign, created by BBDO Worldwide for Mars and Snickers, leverages a unique collaboration between two of Mars’ leading confectionery brands to reinforce the value of satisfying hunger during Halloween. The core brand proposition centers on Snickers as the reliable choice to curb hunger-driven mishaps, underlining the message that "you should never let hunger haunt your Halloween." By positioning Snickers as the essential Halloween snack that prevents the consequences of hunger-induced distractions, the campaign taps into the consumer’s desire for snack solutions that seamlessly fit into seasonal celebrations. Strategically, the campaign targets a broad but seasonally relevant audience in the United States, including mega-planners meticulously preparing their Halloween setups early and last-minute decorators scrambling to complete their lawn displays. This segmentation reflects a nuanced understanding of varied consumer behaviors around the holiday, allowing the campaign to resonate across different shopper mindsets. The creative angle employs humor through the unexpected collaboration of Mars brands and the inclusion of M&M’S® Spokescandies to highlight potential candy confusion, reinforcing the clarity that Snickers offers reliable satisfaction. This approach not only captures attention through entertaining scenarios but also aligns with the growing trend of integrated media deployment, launching simultaneously on TV, digital, and social platforms to maximize reach and engagement during the Halloween season. This timely, multi-platform execution combined with cross-brand collaboration underscores a strategic push to solidify Snickers’ role in the festive confectionery landscape while leveraging holiday-specific consumer insights.

Creative Device

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. The campaign titled ‘Unexpected Guests’ for Snickers and Mars leverages Halloween as a metaphorical backdrop where “hunger haunts” the festivities—transforming hunger from a basic need into a ghostly, disruptive presence. The phrase “Don’t let hunger haunt your Halloween” and references to mega-planners, procrastinators, and even Spokescandies amplify this symbolic treatment: hunger here becomes a seasonal force that can ruin fun unless Snickers intervenes. The creative doesn’t just show people hungry; it makes “hunger” the supernatural troublemaker, cleverly using Halloween tropes as analogies for the emotional/experiential problem Snickers solves.

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Competitive Planks

Hershey’s – Market Positioning Hershey’s positions itself as a heritage American brand offering a broad range of confectionery products that focus on classic, comforting flavors. They emphasize nostalgia and approachable indulgence while innovating with seasonal and limited-edition flavors. Hershey’s leverages strong retail presence and partnerships, targeting families and everyday snackers seeking reliable treats with familiar taste profiles.

Mondelez International (including brands like Cadbury, Oreo) – Market Positioning Mondelez International focuses on delivering premium, globally loved snack and confectionery options through brands like Cadbury and Oreo. They leverage rich heritage and international appeal while emphasizing playful, shareable moments and indulgence. Mondelez invests in innovation with varied formats and flavors to target younger, experience-driven consumers seeking tasty, fun snacks.

Ferrero Group (including Ferrero Rocher, Kinder) – Market Positioning Ferrero concentrates on premium, high-quality confectionery with a focus on craftsmanship and luxury appeal. Their brands blend indulgence with a sophisticated image, often associated with gifting and special occasions. Ferrero differentiates through distinct product attributes like smooth textures and fine ingredients, appealing to consumers who prioritize premium experiences over mass-market options.

Nestlé – Market Positioning Nestlé targets health-conscious and family-oriented consumers by balancing indulgent treats with offerings that emphasize better-for-you ingredients in their confectionery and snacks portfolio. Their diverse product range includes chocolate, gum, and nutritional snacks, positioning themselves as a trustworthy brand committed to taste, innovation, and global accessibility.

Lindt & Sprüngli – Market Positioning Lindt & Sprüngli is positioned as a luxury chocolate brand that emphasizes artisanal quality, smooth texture, and refined flavors. Their market approach centers on premium gifting and self-indulgence occasions, focusing on a sophisticated audience seeking superior chocolate craftsmanship and a rich sensory experience beyond everyday snacking.