UK supermarket Morrisons has launched a Halloween out-of-home push that makes fresh produce the story. Created with agency Leo UK, the campaign is called Market Street Monsters and will run across OOH sites until 31 October, with media planning and buying led by Zenith UK.
The visuals use edited photography to turn everyday products into seasonal characters: avocados become ‘Monster Eyes’, carrots become ‘Zombie Fingers’, and a red pepper becomes ‘Screams’. Each execution keeps the produce at the centre, set against the supermarket’s signature green, with yellow price labels and the ‘More reasons to shop at Morrisons’ tagline still prominent.
Keeping value in the frame
Morrisons is using Halloween as a traffic moment, but the commercial message remains the point. Beverley Lumb, marketing and advertising director at Morrisons, said the goal was to bring together fresh produce, great prices and a little seasonal fun. She described the campaign as turning everyday ingredients into memorable Halloween characters while keeping value front and centre.
Kimberley Gill, creative director at Leo UK, said the agency wanted monsters built from something more familiar than the usual Halloween cast: the fresh produce in a Morrisons shop. The combination of simple visuals and unmistakable price messaging was designed to make everyday value feel playful and timely.
What makes this more than a costume
Seasonal creative is common, but it can bury the retail reason to buy. Morrisons avoided that by keeping price labels and the value tagline in every frame. The produce is the creative device, not a logo tacked on at the end. The campaign also has a clear closing date of 31 October, matching the shopping occasion rather than stretching the idea past its relevance.
- Make the product the creative. Avocados, carrots and peppers carry the idea, which keeps the work unmistakably Morrisons.
- Keep price cues visible. Yellow labels and the value tagline ensure the fun still sells.
- Close with the occasion. The campaign ends on 31 October, aligned with the purchase moment.
Why it matters for marketers
For grocery and retail brands, seasonal peaks are high-intent sales windows. The winners tend to connect the cultural hook to the product and price, not just to spectacle. Market Street Monsters is a compact example: simple visual editing, own-brand produce, and retail signage doing the selling.
The OOH format helps too. Large, single-product visuals work at a glance near stores and commuter routes, where shoppers can act on the message quickly. Marketing teams planning their own seasonal pushes can use this as a checklist: pick one familiar product, give it a simple twist, keep the price and brand system intact, and end with the event.
