Halloween is knocking on the door…and right on cue The Addams Family movie is treating Sofology, Frankie & Benny’s and Otty to an eye-popping creative campaign solution that’s sure to put the heebie-jeebies up their competition. In three very different partnerships developed by Brand Culture, each brand is embracing the kooky appeal of Halloween’s most iconic family – enjoying their first outing in a feature-length animated movie released by Universal – to get consumer hearts beating.

Halloween has been embedded in UK culture for many moons now and retailers and brands have responded in kind, harnessing this key point in the marketing calendar to develop spookily-themed promotional activity. Predictably, this takes the form of campaigns embracing the typical motifs associated with the festival: vampires, ghostspumpkins, zombieswitches, clowns and the odd black cat. With so many brands now vying for attention at this time, trying to dig up a fresh creative approach has no doubt kept a few marketing bods awake at night.

Cutting through the fog of predictable Halloween campaigns

So, how’s about this for a genuinely innovative and cut-throat (sorry, cut-through) campaign idea? Releasing in cinemas in time for Halloween, The Addams Family offers our brand partners something that little bit…different…with Gomez, Morticia, Wednesday, Pugsley, Fester, Lurch, Cousin It and, of course, Thing, literally lending a hand to bringing on and offline comms to life:


For their first ever film partnership, leading furniture retailer Sofology has drawn on The Addams Family mansion to create an innovative animated digital and social campaign, utilising the film assets to integrate the characters into the brand’s digital estate.

This is supported instore with themed Addams dedicated bays, linking to a UGC social competition offering the chance to win a holiday to France.

Frankie and Benny’s

Family-friendly American Italian restaurant chain Frankie & Benny’s have created a multi-channel Halloween campaign themed with The Addams Family across the brand’s digital and social channels, as well as multiple POS touchpoints in restaurant.

The partnership also boasts a full restaurant takeover of their Cheshire Oaks site – a truly experiential event around the week of the film’s release.

The promotion features a compelling ‘Kids eat for £1!’ offer alongside the opportunity to win a themed trip to Italy.


Following our successful collaboration with the leading mattress in a box brand for The Secret Life of Pets 2, OTTY have created a social and online ad campaign, leaning into the various kooky idiosyncrasies of the Addams characters to reinforce their brand messaging.

A multitude of creative treatments pair sleep-related tag lines to the Addams Family, promoting the film and OTTY’s products. This links to an exclusive promotional code , offering consumers a £25 discount on all mattresses, with automatic entry into a prize draw to win a themed holiday to New York.

The Addams Family is in cinemas October 25.