These 6 Brands Are Reinventing Trick-or-Treating This Halloween

Finding creative ways to reach consumers safely during the pandemic

Brands see social-distanced Halloween as a unique marketing opportunity. The Hershey's Company, Krispy Kreme, Kool-Aid, Sour Patch Kids
Headshot of Emmy Liederman

Between canceled social events, remote learning and hours spent staring at a computer screen, kids cooped up in the house are begging for some excitement this Halloween. While the CDC has advised against traditional trick-or-treating, candy brands are still determined to satisfy some cravings during their most lucrative time of the year. 

Brands have found creative ways to reach their fun-sized consumers while abiding by health and safety guidelines. While 66% of Americans still plan to go door-to-door with their kids this year, according to the National Confectioners Association, the rest have their pick of socially distanced fun.

Reese’s Trick-or-Treat robot

Reese’s leans into its reputation as a high-demand brand with this mysterious machine that exchanges candy.

Reese’s has manufactured a trick-or-treat robot that will roam around neighborhoods handing out king-size peanut butter cups. The 9-foot-tall candy dispenser, which can be remote-controlled from up to 5,000 feet away, releases candy when it hears the words “trick-or-treat.” Fans can score a visit from the robot by making a Halloween Instagram post with the hashtag #ReesesDoor. It’s a twist on its stunt two years ago that allowed kids to return unwanted candy to a Reese’s vending machine and get peanut butter cups in return.

Sour Patch Kids will take to the streets

The Sour Patch Kids will make their rounds in 12 cities on Halloween night, delivering Zombies Candy and branded toilet paper for some living room TPing. In one of those 12 cities, the crew will be making an appearance in their candy bucket-shaped jack-o’-lantern mobile to drop candy off in contactless fashion to kids’ front doors.

Kool Aid will bust open kids’ doors

Kool-Aid is also sending its leading man to doorsteps with candy on Oct. 31. A few lucky winners will get a visit from the Kool-Aid Man, who will come bearing Scary-Berry Jammers and Ghoul-Aid Scary Berry popping candy. The brand will surprise other fans nationwide with an on-demand delivery kit. For a chance to win, parents should keep an eye out for the announcement on the Kool-Aid man’s Twitter

Krispy Kreme’s deal for more donuts

Donuts decorated to look like monsters await a pre-Halloween drop off to friends and family.

Krispy Kreme was among the first to introduce reverse trick-or-treating. The brand debuted a special offer of a dozen donuts for $1 with the purchase of a box at full price, encouraging customers to deliver the extra box to a friend or family member’s doorstep.

iD Tech’s virtual trick-or-treating

The STEM education company has also found a way for kids to celebrate Halloween at home. ID Tech’s free trick-or-treating experience is available through the game Roblox and invites kids to compete with their friends in a virtual quest for hidden candy. The game also includes activities like a hayride, haunted house and corn maze.

Burger King’s Trick-or-Treating Drive-Thru

Instead of dressing up and knocking on doors, Burger King France is encouraging its customers to trick-or-treat at its drive-thru. As part of its “Whoppeuuur Drive” campaign, the franchise is offering a 20% discount to fans who disguise their cars (suggested outfits: mummies, vampires and pumpkins), as well as a special prize for the best-dressed ride on social media.


Emmy is a senior journalism major at The College of New Jersey with minors in Spanish and broadcast journalism. She has previously worked as editor-in-chief of her college newspaper, The Signal, as well as an intern at Tribune Publishing Company. Emmy is looking forward to contributing to Adweek as an intern working with its breaking news and audience engagement teams.
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