By John Glenday, Reporter

October 12, 2021 | 2 min read

Asda is positioning itself for the witching season by showing what it has in store for customers in the run-up to Halloween.

Dubbing the festivities as ‘The Big Freakend,’ the grocer invites staff and shoppers to don pumpkin heads to celebrate the calendar alignment of this year’s holiday with the weekend.

With searches for Halloween-related products up a whopping 820% year-on-year at Asda and clothing sub-brand George, the supermarket chain is leaving nothing to chance in its courting of trick-or-treaters.

Overseen by Havas London, the spooky makeover taps into childish excitement to draw the 37% of customers who are already planning their own Halloween celebrations through its doors.

Centered on a group of unsuspecting teenage friends paying their local supermarket a visit, the shopping trip takes a turn for the surreal as they’re greeted by an Asda worker emerging from a crate of pumpkins with a jack-o’-lantern on their head.

The four friends then don their own pumpkin heads for an impromptu dance-off through the store’s Halloween aisle. But are those pumpkin heads a disguise or real? Audiences are left to make their own minds up as the head-spinning creative shows the teens’ heads detach from their shoulders with a life of their own.

In a press statement Havas wrote: “The campaign aims to remind families that no one else celebrates Halloween like Asda does, and with a weekend full of celebrations to come, Asda has Halloween covered, from food and drink to decorations and costumes.”

Like everything else in life, Halloween has had to contend with lockdown, prompting brands to innovate to keep the seasonal spirit alive.

Grocery Brand Strategy Seasonal Moments

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