Morrisons and Leo UK bring Halloween to life this year with “After Dark Ads” — a new OOH campaign that transforms as night falls. The work promotes Morrisons’ Market Street Halloween Pizza range, combining spooky visuals with innovative light-sensitive technology to create a campaign that evolves after sunset.

Scares After Dark: a pizza takeover

The campaign showcases Morrisons’ Pumpkin Shaped Margherita Pizza, Hot Bonfire Pizza and Vampire Slayer Pizza across a mix of digital 48-sheet vans and 6-sheet sites. By day, commuters see delicious pizza visuals — but after sunset, the creative reveals a supernatural twist.

Using light-sensitive technology, the typography, product names, and images morph into spooky alternatives. Ghostly animations such as neon orange bonfire flames, eerie green ghouls, and vampire fingers appear across the screens.

OOH innovation with a spooky twist

The creative execution embraces the Halloween spirit by making ads that change after dark. Product names and descriptions shift into phrases like “terrifying,” “vampire-proof,” and “scary hot,” ensuring maximum attention from passersby.

These after-dark transformations turn everyday OOH sites into immersive seasonal experiences, showing how brands can combine food, fun, and fright in one campaign.

Nationwide impact and media strategy

Designed for maximum visibility, the campaign appears in high-footfall locations across the UK from 27 October to 2 November. Media planning and buying were led by Wavemaker, ensuring Morrisons’ pizzas reach families, commuters, and Halloween shoppers at the right moment.

Supporting social content extends the campaign’s reach, using spooky glitches and haunting audio to highlight the product transformations online.

Creative insight from Leo UK

Kimberly Gill, Creative Director at Leo UK, explains: “Halloween is all about embracing the unexpected, so what a great opportunity to showcase Morrisons Market Street Halloween range with an out-of-home campaign that transforms into something super spooky after dark.”

Final thoughts

With “Scares After Dark,” Morrisons demonstrates how OOH and DOOH can deliver surprise, delight, and seasonal fun. The campaign goes beyond static promotion — it evolves with time, bringing pizzas like the Pumpkin Margherita, Vampire Slayer Garlic Pizza, and Hot Bonfire Pizza into the Halloween spotlight.

Available until early November, the range shows that Halloween advertising doesn’t just have to be spooky — it can be tasty too.