Morrisons turns fresh produce into Monsters

The campaign uses still-life photography to turn everyday produce into Halloween-themed creations. Avocados become Monster Eyes, carrots are presented as Zombie Fingers, and red peppers become Screams, priced at 70p each.

Leo UK has created a Halloween out-of-home (OOH) campaign for Morrisons that transforms fresh fruit and vegetables into spooky characters, combining seasonal humour with price-led messaging. The Market Street Monsters campaign runs across outdoor advertising sites in the UK, ending on 31 October.

Leo UK Brings Halloween Characters to Morrisons Advertising

The creative places Morrisons' fresh produce against the retailer's signature green background, with bold yellow price labels and the tagline More reasons to shop at Morrisons. The executions combine recognisable Halloween imagery with straightforward product and price information.

Kimberley Gill, Creative Director, Leo UK: "Halloween is full of familiar monsters, so we created ours from something even more familiar: the fresh produce in a Morrisons shop. By combining simple visual wit with unmistakable price messaging, the work makes everyday value feel playful and timely."

Morrisons Campaign Combines Seasonal Fun and Value

The campaign aims to make fresh produce more engaging during the Halloween period while reinforcing Morrisons' value proposition. By turning everyday ingredients into playful characters, the retailer connects seasonal relevance with affordable shopping.

Beverely Lumb, Marketing and Advertising Director, Morrisons: "This Halloween, we wanted to give customers proper value at Morrisons by bringing together fresh produce, great prices and a little seasonal fun. The campaign turns everyday ingredients into memorable Halloween characters while keeping value front and centre."

Zenith UK Handles Media Planning and Buying

The campaign runs across outdoor advertising locations throughout the UK until 31 October. Zenith UK is responsible for media planning and buying, while Publicis Production handled production.

www.morrisons.com

www.leoburnett.co.uk

Follow Marketing Report on LinkedIn