As the pumpkin-spice madness hits full throttle and brands dust off their cobwebs, we take a look at some of the most clever Halloween-season campaigns. The kind of work we love here at LaserLines, where creativity, cultural timing and brand relevance align.

IKEA –  Halloween Essentials

One of our favourites is IKEA’s “Halloween Essentials” campaign, transforming soft furnishings into protective shields against the horror of jump-scares at home. Many brands lean into the scary monster aesthetic. However, IKEA flipped it, delivering a different message:  you’re safe here, even in spooky season. This appeals emotionally and logically for a brand selling home goods.

Morrisons –  After Dark Ads

Through agency Leo UK, Morrisons launched a time-sensitive campaign to promote their “Market Street Halloween Pizza” range. By day the creatives look like standard pizza adverts, but after dark the visuals transform onto spooky animations like ghostly fingers and bonfire flames.  The product names even change to “Vampire Slayer Pizza” and similar.

Strongbow (via Heineken UK) “Spine-Chilling Refreshment”

Strongbow, the UK’s leading draught cider brand, launched a 2025 Halloween campaign titled “Spine-Chilling Refreshment”. The campaign leverages their flavoured variant (Strongbow Dark Fruit) and includes social media and influencer partnerships and sales incentives (free pints at partner pubs such as Greene King).

From pizza billboards that come alive after dark to collectible cans and jet-black mayo jars, Halloween continues to prove itself as one of the most creatively liberating times of year for brands. The best campaigns don’t just paint everything orange – they find the intersection between fear and fun, between product truth and cultural play. For marketers and creatives alike, it’s a reminder that seasonal storytelling works best when it feels authentically tied to the brand and taps into genuine audience behaviours.