Never Run Out of Candy Again: M&M's and Gopuff Join Forces for Instant Halloween Refills

Article Brief:

M&M’s is partnering with quick delivery platform Gopuff to aid Halloween planners who underestimate how much candy is needed for the holiday, per a press release.   

From 3 p.m. ET on Oct. 31, consumers in Gopuff-covered areas can contact the M&M’s Halloween Rescue Squad to request a complimentary refill of confections from parent company Mars. Delivery orders will be fulfilled within 30 to 60 minutes, subject to availability.

M&M’s aims to increase awareness of the new Campfire S'Mores product variant and appeal to consumers worried about having enough treats for trick-or-treaters and visitors. A Morning Consult survey commissioned by Mars reveals that approximately half of U.S. shoppers have experienced such concerns in the past.

Article Insight:

In an effort to assist Halloween enthusiasts who underestimated their candy supplies, Mars is teaming up with the M&M’s Halloween Rescue Squad. This collaboration with Gopuff, a platform renowned for its lightning-fast delivery, reflects the growing trend of packaged goods marketers exploring on-demand models. These models aim to fulfill consumer demands for convenience, a trend that has gained momentum since the onset of the pandemic. Furthermore, the concept of the rescue squad acknowledges the shift in holiday planning and purchasing habits.

"The Halloween season is experiencing growth with increasing consumer enthusiasm, leading to earlier and more frequent shopping," stated Tim LeBel, President of Sales at Mars Wrigley. Adding to his fitting title of "Chief Halloween Officer," LeBel also mentioned the availability of the M&M's Halloween Rescue Squad, which can be accessed through a dedicated website. Consumers can now start purchasing products such as M&M's and Mars variety packs. Additionally, customers who buy $15 to $30 worth of select Mars products from September 1 to October 31 can upload their receipts on Mars Wrigley's online Halloween platform to redeem up to three free months of Peacock premium, NBCUniversal's ad-free streaming service tier.

Halloween is a crucial period for candy marketers, and despite inflationary pressures, 2023 is anticipated to be a strong year. The National Retail Federation predicts a 15% year-over-year increase in spending during the spooky season, reaching a new record of $12.2 billion. Furthermore, consumer participation in the holiday is expected to rise, indicating that people are gradually overcoming COVID-19 concerns despite its resurgence.

To assist consumers whose candy supplies run low, Mars has partnered with Gopuff's extensive delivery network. Gopuff operates in over 1,000 cities across North America and Europe, including major cities like New York, Philadelphia, and Chicago, as stated on their website.

During the initial stages of the pandemic, Gopuff, like numerous other delivery startups, experienced rapid growth due to the consumer preference for minimizing physical shopping expeditions. However, as life begins to regain a semblance of normalcy, Gopuff has encountered difficulties. In March, the company implemented its third round of layoffs since the spring of 2022, impacting approximately 2% of its workforce worldwide.