Mars Chocolate North America

Allisha Watkins, Shopper Marketing Team Lead, Walmart Inc.

The Integer Group *Lead Agency

Bob Strausser, Senior Vice President
Patrick Sullivan, Group Creative Director
Armand Parra, Group Insight & Strategy Director
Alberto Zapata, Creative Director
Alicia Dyksterhouse, Art Director
Matt Silvestri, Account Director
Diana Wakefield, Senior Account Executive
Audra Thornburg, Production Manager
Kathleen Ryan, Project Manager

Starcom

Collective Bias

Triad Retail Media

"Halloween is the biggest time of year for chocolate and confections, but almost 87% of shoppers wait until the last few days of October to buy their candy. The opportunity for Mars/Wrigley and Walmart was to give shoppers a compelling reason to buy their Halloween goodies earlier and often in the season. “Booing” – or the act of secretly leaving custom-created gift bags of Halloween treats on a neighbor's doorstep – became that reason for shoppers, driving a 90.8% sell-through of Mars/Wrigley products while establishing Walmart as America's Halloween 'Booing' headquarters.”