Spooky Season Special: rounding up 2024’s most haunting campaigns

As Halloween goes global, brands are embracing humour and horror, with companies including BK, Dunkin’ and Fanta bringing some seasonal scares.

Fanta – 'WantaFanta - Halloween 2024

Published in Spain, and created by Callback Studios, Fanta’s Halloween effort is a tie-in with Tim Burton’s ‘Beetlejuice 2’, with nods to the franchise throughout. In an era where big scale film merchandise spinoffs are seldom seen, this feels like something of a peak-Hollywood throwback, and there’s something nostalgic about the bombast and production effort that’s gone into it. We’re also fans of the bespoke can designs.

Dunkin' – "Unhinged Halloween"

Dunkin's Halloween campaign takes an "unhinged" approach to its Halloween ads, designed to engage Gen Z and Gen Alpha. By leaning into some haunting modern myths, Dunkin' is appealing to a social media-savvy audience. The campaign breaks from typical Halloween marketing, aiming to stand out in a sea of treat-based messaging.

Burger King – "Come as a Clown, Eat Like a King"

As Joker 2 hits cinemas, Burger King's campaign, developed by its long-time agency, David Madrid, feels very of the moment.

The fast food giant once more takes the opportunity to have a ‘stab’ at its rival, McDonald's, offering a free Whopper to anyone dressed as a clown. The campaign taps into the unsettling image of Ronald McDonald as a Halloween costume.

Image credit: Burger King Halloween campaign

IKEA – "Fearniture”

This Swedish furniture brand has been on a bit of a roll in 2024, with numerous nods from Creative Moment, and its Halloween campaign follows suit, taking a minimalistic yet spine-chilling approach.

By highlighting common childhood fears of everyday furniture casting ominous shadows at night, the campaign, by DDB Group, connects IKEA’s brand identity with relatable horrors.

Chester Zoo – "Supernatural Trail"

Chester Zoo's Halloween experience, by Meanwhile, plays on kid’s obsession with stickers, highlighting its "Super-Natural Trail" which features massive pumpkin sculptures and an immersive digital journey featuring mythical beasts. The campaign blends art and storytelling to create an educational, Halloween-themed adventure with some day-glo creeative.