As Halloween becomes the 3rd biggest seasonal retail event, creative agency for retailers and brands, True Story, has gathered the spookiest campaigns and products from the UK high streets. We hope it doesn't keep you awake at night!

1. 2015
From freakish fashion to bittersweet treats,
here are some of the most terrifying ideas from Halloween
that have been keeping us awake at night.
HALLOWEEN SNAPSHOT

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©CopyrightTrueStory.October2015
HALLOWEEN SNAPSHOT
THE BAT RACE
WHY RETAILERS ARE RUSHING
TO FIND A ROLE IN HALLOWEEN
As it’s the 3rd biggest seasonal event in UK
retail, overtaking Valentine’s Day, it’s little
wonder UK retailers are keen to
meet the growing consumer captivation
with Halloween.
An increasingly Americanised retail
response to Halloween can be seen across
the UK market – from spooky John Lewis
confectionery to spider web dressing in the
windows of Pylones. Even fashion brands
like Topshop and H&M are embracing the
occasion, with grown-up gothic costume
inspiration.

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©CopyrightTrueStory.October2015
HALLOWEEN SNAPSHOT
ON-TREND TERROR
DRESSING UP AND
PARTY-READY FASHION
From classic ghosts and monsters to cute
kids’ costumes, retail has embraced the entire
family’s urge to dress up – even pets are being
catered for!
Alongside the traditional dressing up, there is
a burgeoning trend amongst fashion retailers
to make a stylish and relevant contribution.
After all, the 18-24 market are amongst the
most enthusiastic Halloween revellers and
fashion retailers have responded accordingly.
Topshop offers online make-up tutorials for
on-trend Halloween looks, as well as curating
haunting styles in-store for customers
to ‘shop the look’. The Lola’s Cupcakes
concessions in Topshop also join the fun
with its own spooky treats.
H&M meanwhile uses gothic mannequins
to create a striking front-of store-display,
promoting Halloween-inspired fashion
for young and not-so-young Trick or
Treaters alike.

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HALLOWEEN SNAPSHOT
PARTY MONSTERS
CATERING FOR THE GROWTH
OF HALLOWEEN CELEBRATIONS
From cheap to chic, party inspiration and
accessories continue to grow – both in terms
of choice and imagination. Typically, Asda is
amongst the most enthusiastic retailers of
Halloween goodies, dedicating substantial
seasonal event space to the occasion.
Danish retailer Tiger meanwhile has a
characteristically eclectic range of partyware,
from ghostly glasses and pumpkin lights to
disposable tableware featuring their fuzzy
blue monster.
Illustrated Halloween families – a growing
theme from last year – continues, with
Fortnum & Mason creating five beautifully
illustrated characters that come to life through
in-store POS and packaging, as well as a
spooky story experience online

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©CopyrightTrueStory.October2015
HALLOWEEN SNAPSHOT
TREATS & TREATS
(& TREATS)
THE RISE IN HIGH-END
HALLOWEEN GOODIES
Leading the way for themed confectionery,
as you might expect, is John Lewis. From jelly
brains and sweet Dracula teeth to Halloween
themed bakeware, its extensive offering is
a fun and eye-catching collection of great
packaging and imaginative use of space.
(It also enhances the experience with
online Halloween recipes.)
Fortnum & Mason also delivers an
extensive and impressive collection of sweet
treats. The standout piece of the offering
is its Halloween-themed personalised
hampers, offering children’s and grown-up
confectionery for a range of price points,

6. 02/10/2015 Would you eat this spooky black Halloween Burger King? | Marketing Magazine
Would you eat this spooky black Halloween
Burger King?
by Sara Spary, added 2 hours ago
Burger King: limited edition Halloween burger comes with black buns
No, this burger hasn't been left on the grill too long - it's a limited edition
Whopper that Burger King is launching to capitalise on Halloween.
As an unregistered user you can only view 3 articles per
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©CopyrightTrueStory.October2015
HALLOWEEN SNAPSHOT
GHOSTIFYING GOODS
A TREND FOR HALLOWEEN-
INSPIRED LIMITED EDITIONS
More and more brands are giving a Halloween
twist to their core products – with particularly
noteworthy examples from the food and
drink sector.
Greene King has created a toffee apple
Halloween edition of its traditional Old
Speckled Hen (called Old Spirited Hen) while
Burger King’s black-bunned Halloween
Whopper (only available on the day itself)
has created significant social buzz.
Krispy Kreme donuts has also given their
Dozen Donut box the Halloween treatment,
with a Pumpkin Patch dozen (a promotion well
supported online by a downloadable game
and colouring sheets).

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HALLOWEEN SNAPSHOT
TALES OF TERROR
THE ENDURANCE AND
IMAGINATION OF THE
GHOST STORY
Indulging Halloween customers in search
of frightening tales, Waterstones has pulled
together an impressively chilling collection
of seasonal reading recommendations.
Its offering also includes craft workshops,
book signings and readings and a children’s
Halloween party in their Bishop Stortford store.
Perhaps the ultimate example of monster
indulgence can be found at Hoxton Street
Monster Supplies. This charming and original
store offers customers a range of gruesome
goodies. But despite its creepy wares the
store is the creation of an inspiring social
cause - The Ministry of Stories, a creative
writing and mentoring centre in East London
where 8-18 year olds can discover their own
gift for writing with the store’s profits helping
to fund the project.

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HALLOWEEN SNAPSHOT
True Story is a creative agency for retailers and brands.
We create store concepts, visual merchandising, retail campaigns and communication for any step on the customer journey.
We work in 3D, 2D and the virtual world. Combining the inspirational and the practical, we work with retailers of all sizes,
from high street names to small independents.
Our branding and packaging division works across the spectrum from original concept to range refresh and everything in between.
We know how to present product in any medium, from shelf stand-out to showcasing in print and online.
And such is our love of all things retail and brand, we’ve created our own – White Hot.
See some of our recent projects on our Creativebrief showcase.
Speak to Carrie or Michelle:
carrie.eames@truestory.uk.com
michelle.wilson@truestory.uk.com