From creepy campaigns to playful pranks, brands are starting to get into the spooky spirit. Catch up on all the latest marketing and advertising news in our Weekly Must Reads.

“Smile” for the Camera

The MLB season just got a whole lot creepier. To promote the new horror film “Smile,” actors with very creepy perpetual smiles sat at seats behind home plate during several prime-time baseball games last week. The stunt certainly caught the television cameras’ attention during the games, as commentators and viewers on social media wondered what these sinister-looking people were up to.

The campaign for “Smile” is certainly a creative, if slightly disturbing, take on guerilla marketing. It’s the latest horror film to follow this more organic, word-of-mouth advertising strategy, which smash hits like “The Blair Witch Project” and “Paranormal Activity used successfully. See some examples of the smiling baseball fans here: https://www.sportingnews.com/us/mlb/news/smile-movie-baseball-games-marketing-stunt/pcieinh4ggvfz8vrdrpbhwhg

Sink Your Teeth into Tomato Blood Ketchup

Heinz is bringing back its spooky take on one of its most popular products. Tomato Blood Ketchup will be available at grocery stores across the country throughout the month of October. To launch the seasonal product, the brand partnered with TikTok creator E.J. Marcus in a vampire-themed video that will premiere during AMC’s “Interview with a Vampire.” In the spot, Marcus plays a vegetarian, activist vampire who encourages others to switch from human blood to Tomato Blood.

In addition to the video, Heinz also initiated partnerships with Twitch channels and created QR-code billboards displayed at select Six Flags locations. Check out all the details about the brand’s Halloween campaign here: https://www.marketingdive.com/news/heinz-halloween-vegetarian-vampire-tomato-blood-ketchup-tiktok/632894/

M&M’s New Mascot

M&M has added a new candy mascot to its troupe. The newest member is a female peanut M&M named “Purple,” created to promote individuality and self-expression. Purple makes her debut in a new ad, which shows the new star minutes before she’s set to perform her signature song, “I’m Just Gonna Be Me.” The song will be available all music streaming platforms. M&M’s will also donate $1 for each stream to the arts nonprofit Sing for Hope.

A few days ahead of the news, M&M’s teased a new character joining the mascot group on their social media channels. In the future, the brand will feature Purple in its advertising, but will not add it as a permanent addition to candy packs. Learn more about the character here: https://adage.com/article/marketing-news-strategy/mm-debuts-new-purple-character-song/2435061

McDonald’s Launches Adult Happy Meals

McDonald’s has good news for any adults feeling nostalgic for their childhood Happy Meal. In a new partnership with clothing brand Cactus Plant Flea Market, the fast-food giant is offering a Big Mac or Chicken Nugget meal along with a collectible figurine, all packaged in a Happy Meal-style box designed by the fashion label. Additionally, Cactus Plant Flea Market created merchandise that will be available to fans through a landing page or a giveaway through the McDonald’s mobile app.

Though McDonald’s is no stranger to high-profile partnerships, this is their first collaboration centered around design, art, and fashion. Find out more details about the two brand here: https://www.adweek.com/creativity/mcdonalds-and-cactus-plant-flea-market-bring-the-happy-meal-experience-to-adults/?itm_source=parsely-api