halloween in australia is a growing bandwagon, and why food brands should jump on.
I know it’s only August but if you’re planning on incorporating Halloween content into your marketing, consider this your friendly nudge to get started!
And if you’re not planning on it… you definitely should.
Here’s why:
🎃 It’s popularity is growing… Halloween is really catching on in Australia. Last year, over 5.3 million Aussies joined in the Halloween festivities, and this year, even more (another 300,000) people are expected to celebrate.
🎃 People are spending big… In 2023, spending on Halloween-related activities in Australia soared to $490 million, marking a 14% increase compared to 2022. Last year, 45% of people planned to spend on trick-or-treating, while 39% aimed to stock up on lollies and chocolates.
🎃 It’s not just for kids either…. Last year, 34% of those celebrating were aged between 18 and 34, and 40% were aged 35-49.
This empirical evidence of Halloween’s growing traction is something food brands should absolutely consider when planning their content marketing and campaigns through October, especially those of you with chocolate and lolly products!
So, what can food brands and marketing teams do to leverage the spooky season hype?
🎃 Create Limited-Edition Products
Nothing screams exclusivity like limited-edition products. Think Halloween-themed packaging, special flavours, or even spooky names for your products. This not only attracts customers but also creates a sense of urgency. Even if you don’t have a traditionally trick or treat worthy food item, take a page out of Heinz’s book and get creative!
🎃 Engage with Halloween-Themed Social Media Campaigns
Social media is your playground. Host contests, share user-generated content, or create engaging stories and reels that showcase your products in a Halloween setting. Recipes work really well here as they entertain, inspire and educate your audience!
🎃 Collaborate with Influencers
Partnering with influencers who resonate with your target audience can amplify your reach. Have them create content featuring your Halloween-themed products, whether it's through unboxing videos, recipes, or themed parties.
🎃 Offer Bundles and Discounts
Everyone loves a good deal. Create special Halloween bundles or offer discounts on bulk purchases. This can be particularly effective in getting people to try out multiple products at once. Krispy Kreme leveraged nostalgia with Scooby Doo themed donut packs that made for a great, highly shareable social media moment and encouraged bulk purchases because you need all of the characters, of course!
🎃 Run Ads with a Halloween Twist
Paid ads can also benefit from a Halloween makeover. Whether it’s Google Ads, Facebook Ads, or Instagram Ads, make sure they’re aligned with the Halloween theme. Use vibrant, spooky visuals and compelling copy to grab attention.
Halloween is not just a mere fleeting trend; it’s a growing opportunity to create memorable and effective marketing campaigns.
Below are images of some of my favourite Halloween inspired recipes I have created for Sweet Potatoes Australia, The Carob Kitchen and Old Time Bakery. .
Statistics from The Australian Retailers Association and Roy Morgan.
