Meijer, CPGs Celebrate Halloween with QR Codes, Booing

Meijer embraced the return of in-person Halloween activities this year while also supporting the socially distanced celebrations it touted last season.In stores, a pallet train using a “Halloween’s Back on the Block” message brought confectionery right into action alley, employing a QR code to direct shoppers to a seasonal web page within meijer.com. The hub linked to e-commerce pages for candies from Mars Inc., Hershey Co. and Tootsie Roll Industries to dole out to trick-or-treaters, and “spooky recipes” for Halloween party hosts from Mars and Hershey.The hub also linked to pages to buy “boo bag supplies” from Hallmark Cards’ Crayola. Boo bags are a recent trend where families leave bags of treats on the porches of their friends and neighbors with a notice that they’ve been “booed” and should pass on the fun. Last year, Meijer promoted booing as a way for families to celebrate safely during the COVID-19 pandemic. The mass merchant created a “You’ve Been Booed” page within meijer.com that offered inspiration for bags that could be shopped directly for delivery or curbside pickup, plus printable “you’ve been booed” signs.Elsewhere in stores, a pallet display stocking PepsiCo’s Bubly used a QR code to direct shoppers to a Halloween-themed manufacturer showcase within meijer.com. The page offered up to $10 worth of mPerks digital coupons on the manufacturer’s products plus recipes for “spooktacular treats” incorporating store brand SKUs along with PepsiCo’s Cheetos, Bubly, Tropicana and Quaker Life.Bottler PepsiCo Partners used a “Get the trick for great party treats” message on shelf signs to dangle $3 off the purchase of a 6.5-ounce bag of Cheetos and four two-liter bottles of Mug, Dole, Sierra Mist and Crush. The signs spotlighted limited-edition sparkling fruit punch from Crush, which rolled out in September through a partnership with Keurig Dr Pepper.

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