Mars and M&M's Partner with Gopuff to Rescue Halloween Candy Shortages

Mars has sweetened up Halloween with an innovative partnership, teaming up with the quick delivery platform Gopuff to come to the rescue of Halloween planners who've underestimated their candy needs. This candy-centric collaboration, led by M&M's, offers a special M&M's Halloween Rescue Squad ready to deliver a free refill of confections to consumers in Gopuff-covered areas, ensuring that the Halloween spirit is never dampened by candy shortages. The partnership reflects the evolving landscape of packaged goods marketing, with brands exploring on-demand models to meet consumers' convenience expectations, particularly in a post-pandemic world where such services have gained prominence.

As the "Chief Halloween Officer," Tim LeBel, Mars Wrigley's president of sales, noted, "The Halloween season is expanding, and enthusiasm is driving consumers to shop earlier and more frequently." To access this candy rescue service, consumers can visit a dedicated website, where they can also shop for M&M's and Mars variety packs in advance.

Moreover, for those who purchase between $15 and $30 worth of select Mars products between September 1 and October 31, there's an extra treat. They can upload their receipts to Mars Wrigley's online Halloween destination to claim up to three free months of Peacock premium, the ad-free tier of NBCUniversal's streaming service.

Halloween is a crucial sales period for confectionery marketers, and this year is shaping up to be a strong one despite inflationary pressures. The National Retail Federation predicts a 15% year-over-year increase in Halloween spending, reaching a record $12.2 billion in total. With consumer participation expected to rise, it's evident that people are keen to embrace the Halloween spirit, even in the face of lingering COVID-19 concerns.

Mars is turning to Gopuff's expansive delivery network to ensure candy buckets remain full. Gopuff operates in over 1,000 cities across North America and Europe, offering a convenient solution for candy replenishment.

This partnership underscores the evolving dynamics of consumer behavior, where convenient and on-demand services are increasingly central to meeting people's needs. It also highlights the adaptability of brands and their readiness to embrace innovative approaches to address changing holiday planning and purchasing habits. By joining forces with Gopuff, Mars ensures that Halloween stays a sweet and hassle-free celebration for all.