Halloween is one of those occasions when brands can have a bit of fun with their marketing. But with pumpkins, ghosts, witches and spooky graphics appearing everywhere, how do you make your campaign stand out from the crowd?

This year, I think Morrisons has done a particularly good job.

Its Market Street Monsters campaign caught my attention because it takes something incredibly familiar and turns it into something unexpected, amusing and very recognisable as Morrisons.

And for me, it's a good example of how a simple creative idea, when executed well, can make a much bigger impact than a complicated campaign.

Turning everyday produce into Halloween monsters

Working with creative agency Leo UK, Morrisons has given some of its everyday fruit and vegetables a Halloween makeover.

Avocados become Monster Eyes, carrots turn into Zombie Fingers and a red pepper becomes Screams.

The campaign uses simple still-life photography and clever visual editing, with the produce set against Morrisons' distinctive green background. Bold yellow price labels and the familiar 'More reasons to shop at Morrisons' message complete the creative.

Running across outdoor advertising sites throughout the UK for two weeks in October, the campaign promotes Morrisons' fresh produce and Market Street counters while giving customers a little seasonal entertainment.

It's playful, immediately understandable and, importantly, still has a clear connection to what Morrisons wants to sell.

So, what makes this good marketing?

There are several things I particularly like about this campaign.

1. It's relevant to the brand - Halloween provides the creative hook, but Morrisons hasn't simply added a few pumpkins and cobwebs to its usual advertising.  Instead, it has taken products that are already central to its fresh food offering and used them to create something seasonal.  The result feels natural to the brand rather than an idea that could belong to any supermarket.
2. It's simple but memorable - You don't need to spend ages working out what the advert is trying to tell you.  The visuals do most of the work. You see the carrots, avocados or pepper, recognise the Halloween reference and hopefully smile.  That's quite an achievement when we're surrounded by advertising messages competing for our attention every day.
3. It combines creativity with a commercial message - This is probably the bit I like most.  It's easy for seasonal marketing to become all about the creative idea, with the actual product or service getting a little lost along the way.  Morrisons has avoided that.  The produce remains the hero, the price is clearly visible and the campaign reinforces its wider value message.  It's entertaining, but it also gives customers a reason to think about shopping at Morrisons.
4. It makes use of a familiar occasion - Halloween is already firmly established in the calendar, giving brands a natural opportunity to connect with customers.  Morrisons has recognised that it doesn't need to reinvent Halloween or compete with every other brand using the same seasonal imagery.  Instead, it has found a different way to join in.

What can smaller businesses learn from Morrisons?

You might not have Morrisons' advertising budget or access to a creative agency, but there are some useful lessons here for businesses of every size.

Seasonal marketing doesn't have to mean producing an entirely new campaign for every occasion. It could be as simple as:

• Looking at what you already sell - Is there a way to give an existing product or service a seasonal twist?
• Finding a different angle - Rather than following what everyone else is doing, is there an opportunity to approach the occasion from a slightly different perspective?
• Making your message relevant - Don't get so carried away with the creative idea that customers forget what you're actually offering.
• Keeping it simple - A clear message and strong visual can often do more than lots of information competing for attention.
• Planning ahead - Seasonal opportunities come around every year. A little forward planning gives you time to develop an idea rather than rushing something out at the last minute.

And remember, not every seasonal occasion will be right for every business. The important thing is to choose the opportunities that make sense for your customers and your brand.

The secret to good seasonal marketing

Morrisons' Market Street Monsters campaign is a reminder that good marketing isn't necessarily about having the biggest budget, the most complicated creative or being on every available platform.

It's about finding an idea that connects with your brand, appeals to your customers and gives people a reason to stop and take notice.

For me, Morrisons has ticked all three boxes this Halloween.



Now, the question is what they'll come up with next year!