Autumn 2025

Spook-tacular deals. Wicked prices. Boo-tiful outfits. Etc. Etc.

When writing Halloween-themed copy for retail brands, the biggest challenge is coming up with something new. Something that is not only playful in a fresh way but that makes your brand stand out at a busy time of year and works hard to drive sales.

That’s why one of the briefs I’m most proud of, even though it was just a handful of lines, is the Halloween 2021 in-store comms I worked on for M&S Food. (See the project here.)

Proud because, at the agency Whippet, I’d been writing M&S Food’s in-store Halloween copy for three years in a row at that point. It was a challenge to come up with completely new headlines for the same categories and the same shopper mission (celebrating Halloween with a big night in) year after year.

And proud because, four years later, they are still using some of my copy.

The Halloween Squeal Deal is now their regular October meal deal. They’ve since shortened it to Squeal Deal – two words that never fail to make me smile when I see them in store.