Best Halloween campaigns of 2025
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The best Halloween campaigns of 2025 proved that October belongs to brands that give people something to do, not just something to watch. From limited-edition packaging and monster-themed menus to pop-ups, AR try-ons, and fandom tie-ins, the standout Halloween campaigns 2025 turned products into props and weekends into events. These are the best Halloween campaigns this year—memorable, collectible, and built to travel across stores, screens, and neighbourhoods.
At a glance
- Global brand moment: Fanta partnered with Universal/Blumhouse to put horror icons on collectible cans and cinema activations worldwide (The Coca-Cola Company).
- QSR showpiece: Burger King launched a Monster Menu with iconic-monster twists on favorites for October (Burger King Newsroom).
- Packaged-goods buzz: Heinz debuted “Mayo Halloween” in Brazil with classic-horror creative and a jet-black mayonnaise made with black garlic (LBBOnline).
- Beverage shelf theater: Bacardí rolled out a limited Skeleton Bottle and high-impact Halloween activations (PR Newswire).
- Retail engine: Spirit Halloween opened 1,500+ seasonal stores and set the year’s costume trends (Spirit Halloween Press Room).
1) Fanta x Universal/Blumhouse: horror icons on cans
Fanta turned Halloween into a global brand event by putting classic horror characters on collectible packaging and pairing the rollout with cinema and retail experiences. The partnership with Universal and Blumhouse added built-in fandom and gave shoppers a reason to seek out limited cans. Influencer-driven social content extended the shelf story into feeds, a smart bridge between retail and culture. It is the year’s clearest case of a mass-market beverage running one of the best Halloween campaigns of 2025 at worldwide scale (The Coca-Cola Company).
- Collectible packaging + theater tie-ins = repeat trips and shares.
- Global asset kit kept the look consistent across markets.
2) Burger King: the Monster Menu
Burger King invited fans to “do the Monster Mash” with a themed Monster Menu that twisted core items into monster-inspired limited editions. Seasonal menus are a BK Halloween tradition, and this year’s platform gave the brand daily social hooks and in-restaurant theater. The naming system and visuals were built for UGC, while paid and owned channels drove urgency through October. It belongs on any list of the best Halloween campaigns this year for scale across app, OOH, and storefronts (Burger King Newsroom).
- Menu-as-IP creates content without extra shoots.
- Limited window nudges trial and app orders.
3) Heinz Brazil: “Mayo Halloween”
Heinz flipped the ketchup-as-fake-blood trope on its head by launching a jet-black “Mayo Halloween” made with black garlic. The creative leaned into classic black-and-white horror language, turning a simple condiment into a cultural prop. Retail distribution in Brazil plus PR through creative industry press ensured fast pickup beyond food media. It is one of the most shareable Halloween campaigns 2025 because the product itself is the headline (LBBOnline).
- Product spectacle reduces paid media needs.
- Horror homage design matured the seasonal look.
4) Bacardí: skeleton bottle and high-impact activations
Bacardí introduced a limited-edition Skeleton Bottle and paired it with Halloween cocktail recipes and event-driven activations. The collectible bottle created instant display value for bars and home carts, while the serve suggestions gave PR and influencers an easy format. High-impact experiences translated the bottle’s shelf appeal into in-person content. A strong CPG example among the best Halloween campaigns of 2025 for linking packaging, on-premise, and social video (PR Newswire).
- Limited-edition packaging + recipes = turnkey content.
- Event footprint seeds premium photo/video.
5) Dunkin: menu drop, bucket merch, and a spider onesie
Dunkin’s Halloween push mixed a new Candy Bar Signature Latte with returning favorites like the Spider Donut and a refreshed Munchkins Bucket design. The brand extended the universe with playful merch, including a Spider Donut onesie and plush items. Launch timing on October 15 gave the menu two solid weeks of social and press coverage before Halloween weekend. It is a textbook retail-plus-merch program on the shortlist of best Halloween campaigns this year (People).
- Food + collectible bucket = trick-or-treat utility.
- Merch makes the menu newsworthy beyond food media.
6) Haribo: Sour Sodas pop-up in the “Sourest City”
Haribo premiered Sour Sodas gummies with a Halloween-timed pop-up in Houston, declared the “Sourest City in America” based on sales data. Limiting early access to the first 1,000 visitors created scarcity and local PR momentum. The flavor set and texture contrast were crafted for reviewable “first taste” content. As a launch tactic within Halloween campaigns 2025, it proves the value of using a pop-up as product research and buzz engine (Allrecipes).
- Geo-specific launch feeds local news and TikTok.
- Limited drop tests demand before national rollout.
7) HI-CHEW: House of Mystery flavor hunt
HI-CHEW built a SoCal pop-up—the House of Mystery—around a limited mix and a hidden flavor fans are challenged to guess before Halloween day. The format turns sampling into a game, lengthening dwell time and social capture. Anchoring the reveal to October 31 created a built-in finale moment for channels and PR. It is one of the best Halloween campaigns of 2025 for gamified tasting that spans offline and social discovery (PR Newswire).
- Mystery mechanic = multiple content beats.
- Limited mix encourages collect-them-all behavior.
8) Spirit Halloween: 1,500+ stores and trend-setting PR
Spirit Halloween’s campaign is the store network itself—more than 1,500 pop-ups, a 50,000-person hiring drive, and a newsy trend list that guides costumes. The scale transforms local openings into community events and steady media mentions. The brand’s press room centralizes assets so regional outlets can localize the national story. As retail muscle, it underpins Halloween campaigns 2025 across the country and sets the vibe for the season (Spirit Halloween Press Room).
- Network scale = earned media flywheel.
- Trend lists seed “what to wear” coverage.
9) LEGO: seasonal sets and Brick-or-Treat
LEGO primed the season early by revealing Halloween sets like the Jack-O-Lantern Pickup Truck and an Altar of the Dead build, then kept families engaged with the Brick-or-Treat Monster Party at LEGOLAND California. Early July set reveals stoked AFOL and family wish lists ahead of fall. Park programming extended the story into physical experiences from late September through November 1. It is a family-first entry among the best Halloween campaigns this year, bridging product and theme-park content (The Brick Fan; LEGOLAND California).
- Early reveals bank intent; parks deliver memories.
- Seasonal SKUs diversify gift and décor ideas.
10) IKEA: KUSTFYR decor collection
IKEA’s KUSTFYR line returned for year three with affordable, family-friendly Halloween décor and a Scandinavian design twist. The collection’s price points invited impulse buys while keeping the aesthetic subtle enough to live past October. Media coverage highlighted hero pieces like ghost throws, lanterns, and string lights. It is a strong retail décor example within Halloween campaigns 2025 for accessible design at scale (IKEA).
- Under-$25 items broaden baskets.
- Photogenic SKUs fuel décor roundups.
11) Maybelline: try-on-if-you-dare beauty hub
Maybelline leaned into Halloween with a centralized makeup looks hub, tutorials, and virtual try-on that let fans test bold shades without guessing. The brand’s seasonal content connected product pages to social trends, simplifying path-to-cart. AR try-on made the page sticky, boosting time on site during peak costume-planning weeks. Beauty’s best utility play among Halloween campaigns 2025 belongs here for its shoppable guidance (Maybelline).
- Tutorials + AR reduce friction for bold looks.
- Seasonal SEO page ties content to commerce.
12) Dunkin (merch spotlight): the Munchkins Bucket returns
Beyond snacks and drinks, Dunkin’s refreshed Halloween Munchkins Bucket turned into a functional prop for trick-or-treaters. The new Spider-Donut graphics tied back to the hero bakery SKU, reinforcing visual memory across menu and merch. Pricing and availability details gave editors simple listicle angles. As a merch-led sub-campaign, it rounds out one of the best Halloween campaigns this year from a QSR brand (Allrecipes).
- Functional merch extends the brand into neighborhoods.
- Cross-promo between bucket art and hero donut keeps the story tight.
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FAQ
What makes these the best Halloween campaigns of 2025?
Clear launches, credible sources, and multi-channel execution: collectible packaging, limited menus, pop-ups, AR try-on, and nationwide retail rollouts tied to October timelines.
Which campaign had the widest global footprint?
Fanta’s horror-icon partnership ran across packaging, cinema, retail, and social worldwide, giving it unmatched geographical reach.
Which activation best blended physical and digital?
HI-CHEW’s House of Mystery used a pop-up and a flavor-guessing mechanic that unfolded to a Halloween-day reveal, maximizing in-person sampling and social suspense.
What retail presence set the tone for Halloween campaigns 2025?
Spirit Halloween’s 1,500+ stores, hiring push, and trend PR created a seasonal news drumbeat across local markets.
Marketing Excitement for Halloween
These launches show why the best Halloween campaigns of 2025 won with tangible things people could hold, visit, or collect—cans, buckets, bottles, pop-ups, and décor—then amplified them with content built for social and search. Beverage and CPG leaned on limited packaging and horror IP, QSR turned menus into media, and retailers treated store networks and seasonal collections as campaigns. That mix is why these Halloween campaigns 2025 sit comfortably among the best Halloween campaigns this year.
