Addressing the growing consumer need for convenience, especially in the wake of the pandemic, Mars has launched the M&M’s Halloween Rescue Squad. The initiative, in collaboration with the ultrafast delivery platform Gopuff, promises to bail out Halloween enthusiasts who run short on candy during the holiday season.
The on-demand model reflects how brands are evolving to meet the ever-changing purchasing habits of consumers. As the Halloween season is becoming a lengthier affair, people are shopping earlier and with increased frequency. Tim LeBel, Mars Wrigley’s president of sales and aptly dubbed the “Chief Halloween Officer,” highlighted this shift in consumer behavior in a recent statement.
To avail of the services of M&M’s Halloween Rescue Squad, consumers can visit a dedicated website where they can purchase an assortment of treats, including M&M’s and Mars variety packs. Further sweetening the deal, Mars offers a promotional tie-in: shoppers spending between $15 to $30 on select Mars goodies from Sept. 1 to Oct. 31 can submit their receipts on Mars Wrigley’s online platform and earn up to three free months of Peacock premium, NBCUniversal’s ad-free streaming service.
The Halloween season remains a crucial sales period for candy brands. As per the National Retail Federation, 2023 is poised to witness a significant sales hike, with expectations of a 15% year-over-year increase, pushing the total expenditure for the holiday to a record-breaking $12.2 billion. This growth suggests an upward trend in Halloween participation, signaling that the specter of COVID-19 is diminishing in consumers’ minds, even with its intermittent resurgences.
As brands continuously innovate to align with consumer behavior, Mars’s partnership with Gopuff is a prime example of how companies can creatively address seasonal demands. With consumers gradually moving past the pandemic, businesses that can quickly adapt and offer added value, like the Peacock premium promotion, will likely stay ahead in the game.
