Tesco partners with DreamWorks for Halloween push

Tesco is launching its “biggest ever” Halloween push to exploit the sales opportunity the increasingly popular seasonal event brings.

The supermarket is also launching an exclusive Halloween film with DreamWorks as part of its licensing partnership with the film production company.

The new film “Monsters Vs Aliens: Mutant Pumpkins from Outer Space” is a sequel to the 2009 Dreamworks original film and was developed for exclusively for Tesco and will be available from this week.

Carolyn Bradley, Tesco marketing director says that Halloween sales have trebled in the past three years and has overtaken Valentines Day and the supermarket is looking to build on this trend.

Tesco is expanding its range of Halloween products including adult and children’s costumers, merchandise, decorations and food products and expects Halloween sales to reach £55m.

Bradley says: “We’re observing the growing trend that particularly during the recession our customers are looking to create their own entertainment. Halloween is an excuse to for friends and families to get together and celebrate so we’re making it more accessible and affordable than the specialist stores.”

“Halloween has stopped being scary and started being fun and that’s what’s underpinning growth,” she adds.

The Halloween push will be supported by a marketing camapaign including television ads and press ads promoting its range of seasonal merchandise and fancy dress for adults, teens and kids and.

The supermarket is also launching a 20% off promotion on Halloween costumes from 30 September, to drive early interest.

For the first time, its Halloween costumer range will be available on line to give all customers access to its range.


Viewpoint: Saving lives with marketing

Marketing Week

Raoul Pinnell, former chair at Shell Brands International and now chairman of Strategic Investment Partners, explains how marketing helped to get Shell’s truck drivers in Pakistan to change their driving habits and reduce the accident rate in that country, which was higher than in other territories.


    Leave a comment