Mars, the renowned confectionery company, is bringing M&M’s Halloween Rescue Squad to the rescue of Halloween celebrants who may have underestimated their candy supplies. The company has partnered with Gopuff, a platform known for ultrafast delivery, in a bid to address changing holiday shopping and consumption trends, as well as growing consumer expectations around convenience.
The Halloween season is evolving, with consumers showing more enthusiasm and shopping earlier and more frequently. Mars Wrigley’s President of Sales, Tim LeBel, who proudly holds the title of “Chief Halloween Officer,” emphasized this shift in consumer behavior.
The M&M’s Halloween Rescue Squad is accessible through a dedicated website where consumers can not only make calls for assistance but also start stocking up on M&M’s and Mars variety packs. Additionally, customers who purchase between $15 and $30 worth of select Mars products from September 1 to October 31 can upload their receipts to Mars Wrigley’s Halloween portal and claim up to three free months of Peacock premium, the ad-free version of NBCUniversal’s streaming service.
Halloween is a crucial sales period for confectionery brands, and 2023 is poised to be a strong year, even amid inflationary pressures. The National Retail Federation predicts that spending during the Halloween season will increase by 15% YoY, reaching a record total of $12.2 billion this year. Consumer participation in the holiday is also expected to rise, signaling that people are gradually returning to normalcy despite ongoing concerns related to COVID-19.
Mars has joined forces with Gopuff’s extensive delivery network to cater to consumers who may find their candy supplies running low. Gopuff currently serves over 1,000 cities in North America and Europe, including major metropolitan areas like New York, Philadelphia, and Chicago.
While Gopuff experienced rapid growth during the early days of the pandemic, the company has faced challenges as consumer behavior shifts in response to changing conditions. In March, Gopuff implemented its third round of layoffs since spring 2022, underscoring the dynamic nature of the delivery industry as it adapts to post-pandemic life.