Morrisons has turned its fresh produce into Halloween monsters. On its new posters, avocados stare out as “Monster Eyes,” carrots curl into “Zombie Fingers”, and a red pepper becomes “Screams,” priced at 70p.
What Is on the Posters
Each poster is built around a single piece of fruit or veg from Morrisons Market Street, photographed as a still life and edited into a monster. The produce sits in the centre of the frame against Morrisons green, with a bold yellow price label beside it. The whole campaign runs on still images, with the produce as the only cast.
The layout uses the green and yellow that shoppers already know from Morrisons price advertising, so the joke lands in a format people recognise.
“Halloween is full of familiar monsters, so we created ours from something even more familiar,” said Kimberley Gill, creative director at Leo UK.
Why Fruit and Veg
Supermarket Halloween advertising usually leans on sweets, costumes and party food. Morrisons went past the pumpkins to the rest of the produce aisle. That gives the brand a seasonal campaign without needing a seasonal product, since everything on the posters is on sale all year.
“This Halloween, we wanted to give customers proper value at Morrisons by bringing together fresh produce, great prices and a little seasonal fun,” said Beverley Lumb, marketing and advertising director at Morrisons. She said the campaign turns everyday ingredients into Halloween characters while keeping value at its centre.
Gill added that pairing the visuals with price messaging makes everyday value feel playful and timely.
The Aisle Morrisons Has Been Fighting For
Market Street is Morrisons’ name for its fresh food area, and it has had a rough couple of years. In 2025, the chain cut 35 meat counters and 35 fish counters to save costs, along with 52 cafés, 13 florists, 4 pharmacies and all 18 Market Kitchen outlets.
The closures drew heavy criticism, and in 2026 Morrisons reversed course. Counters have already returned at Great Park in Newcastle, Herne Bay, Thornbury and Yeadon in Leeds, with more planned. A spokesman told The Grocer that the counters are “part of our DNA.”
Market Street Monsters lands in the middle of that comeback, putting Market Street produce at the heart of Morrisons’ Halloween advertising.
The Line at the Bottom of Every Poster
Each poster signs off with “More reasons to shop at Morrisons.” The monsters grab the attention, and the price labels give people a reason to act on it. A pepper called “Screams” for 70p is the kind of detail that makes people look twice at a bus shelter.
Where Shoppers Will See It
The campaign runs on outdoor sites across the UK for 2 weeks, ending on October 31. Zenith UK handled media planning and buying.
Leo UK created the work, led by chief creative officer Andy Long, creative director Kimberley Gill and creative and designer Rupert Knowlden. Publicis Production UK produced it, with Myles New on photography.
A pumpkin is the obvious Halloween vegetable. Morrisons made a 70p pepper scream instead.
Campaign Name: Market Street Monsters
Agency Name: Leo UK (creative), Zenith UK (media)
Brand Name: Morrisons
Location: United Kingdom, outdoor sites (until October 31, 2026)
