Halloween 2024 is fast approaching, and so is the surge of creative brand collaborations in the food and drink sector. This year, even the most traditional brands are stepping out of their comfort zone and teaming up with partners to deliver innovative, attention-grabbing products and campaigns. Whether it’s an unexpected flavour twist, or quirky, cross-industry partnerships (think sausage roll socks by Greggs and Primark), these collaborations are letting brands tap into each other’s audiences while generating buzz and excitement through limited-edition, themed offerings.

So, we’ve pulled together a selection of partnerships that have recently caught our eye…

Ring Doorbell x M&Ms

M&Ms and Ring have truly gone for it with this cross-industry collaboration. Their joint Halloween campaign gives Ring doorbell owners the chance to ‘quick reply’ with Halloween-styled responses from M&M’s character – Red, with replies such as: “if you want these treats, you’re going to have to boogie like a bat – flap those wings!”. A humorous twist on trick-or-treating, the campaign encourages users to share their door-cam footage with Ring and on social media, boosting UGC and expanding the reach of both brands.

While this collaboration might seem quirky at first glance, it’s actually a stroke of strategic genius. By tapping into the social currency of caught-on-camera doorstep tomfoolery and Halloween’s trick-or-treat culture, the campaign is primed to capture attention online. It not only targets and extends their reach across a shared audience of young families in a key sales month, but it’s also perfectly timed as nights draw in and safety becomes top of mind. And with Christmas just around the corner—a season for doorstep deliveries and chocolate galore—this collaboration couldn’t be more on point.

Burger King x The Addams Family

From the Stranger Things inspired ‘Upside-Down Whopper’ in 2019, to this year’s eye-catchingly purple, Addam’s Family inspired ‘Wednesday Whopper’, Burger King is once again tapping into on-screen spookiness to supercharge brand awareness and sales. The 2019 campaign was a runaway success by all accounts, boosting app downloads, in-app orders, and in-store sales – so it’s no surprise that Burger King’s marketing team is back with a new pop-culture partner, Amazon MGM Studios, to reignite the magic.

Much like the Upside-Down Whopper, which was, well, just a regular Whopper flipped upside-down, the Wednesday Whopper hasn’t changed much beyond its hauntingly purple bun; all the same, it’s a recipe that just might work. With Gen Z and Gen X showing an increasing tendency to purchase food that is visually aesthetic or socially relevant, often for the purpose of sharing it on social media – they’re an audience primed to partake in purchasing an ever-so purple burger.

Between this year’s and 2019’s campaigns, Burger King showcases how powerful collaborative marketing can be in generating buzz and sales, even if it’s only with a few spooky tweaks to an old favourite, it’s a strategy that taps right into the hearts (and phones) of pop-culture enthusiasts.

Fanta x Beetlejuice Collaboration 

This Halloween, Fanta is encouraging the world to ‘Summon What You Wanta’ by partnering with Warners Brothers Studios’ Beetlejuice. The collaboration also marks the launch of their limited-edition flavour: Fanta Zero Afterlife, with the new LTO featuring none other than Michael Keaton as Beetlejuice himself. In typical Halloween style, the existing range has also undergone a macabre makeover, with Jenna Ortega, Lydia Deetz and Winona Ryder all making their debut appearance on spooky-styled sodas.

But that’s not all, from October 30th, an immersive Afterlife Train pop-up will be held at Westfield in London, where visitors can navigate an ‘escape train’ and try to solve their way out before the last stop. If they manage to flee in time, visitors will be rewarded with the LTO – Fanta Zero Afterlife.

With a full range temporary makeover, and a jumbo-sized marketing campaign that delivers huge standout on shelf and talkability amongst consumers, the brand is supporting retailers by advising “to go big themselves with cross-category displays to drive incremental sales and in-store theatre to engage shoppers.”

Heinz & Monster Munch

Following last year’s link-up with Absolut, Heinz has yet again set its sights on another brand collaboration – and this year it’s with Walkers. Walkers unveiled their sarnie-inspired crisps earlier this year, with each flavour paired with Heinz’s own saucy counterpart, with the most anticipated flavour being Cheese Toastie with Heinz Beanz.

The latest NPD from these two big-hitting household brands, taps into spooky season and may be their most unique offering to date. Heinz and Walkers’ Monster Munch have combined forces to create: Heinz [Scarily] Good Monster Munch Pickled Onion Flavour Mayo. Set to hit shelves this autumn, the brand highlights that this punchy concoction can give burgers a ‘bite’ and add extra ‘edge’ to nachos. We’re yet to get our hands on a bottle, but I’m eager to see whether it’s a trick or treat.

Kraken Rum x Tipsy Scoop

Kraken Rum and US-based Tipsy Scoop is set to take Halloween by storm with their ‘Kraken Shipwrecked’ LTO.  With blood-red maraschino cherries steeped in the bold, smoky flavours of Kraken Spiced Rum and white chocolate chip ‘bones’ all mixed through black cocoa ice cream, it’s sure to be a spine-chilling treat. But alas, it’s another LTO that hasn’t made it across the Atlantic! However, between this year’s surge in snacking, the fact that ¼ of UK adults now rate Halloween as their favourite holiday, and with 87% of Gen Z spending an average of £46 on Halloween in 2023 (and are expected to spend similarly this year)1 – I’ll be watching this space next spooky season for Halloween-themed offerings targeting adults.

As media continues to fragment, brands are turning to diverse methods to capture consumer attention, from influencer partnerships and brand collaborations to affiliate marketing, in-feed, and even in-game activations. Looking ahead to Christmas 2024 and beyond, we’re likely to see even more imaginative collaborations that appeal to consumers’ cravings for unique, shareable experiences. Seasonal moments such as Halloween and Christmas provide perfect opportunities for brands to introduce visually striking, limited-time products that ignite social media buzz. These collaborations give brands a compelling edge, helping them capture attention, reach broader audiences, drive sales, and create memorable experiences that keep consumers coming back for more.

If you’re looking to partner with a brand, chef, influencer, or celebrity, we have the know-how and contacts to craft a jaw-droppingly good campaign. From celebrity look-alikes to amp up excitement (see our recent Burger & Sauce campaign), teaming up with a blockbuster movies (see our campaign for Actiph Water), collaborating with celebrity chefs (see our recent work with Maldon), and cultivating long-term brand ambassadorships (as in our award winning Philly Five), we’ve done it all – big, small, and everything in between.

Follow us on socials for more spooky goings on this October @jellybeanagency

Or if you’re interested in what we could do to help you create a stand out brand collaboration do get in touch here.

1One in four Brits declare Halloween as their favourite ‘holiday’, Daily Post 2024

2Halloween spending in the United Kingdom (UK) by generation, Statista 2024