With Halloween falling on a Friday for the first time in over a decade, M&M’S is preparing for what could be the biggest night of trick-or-treating in years — and the candy brand says it’s ready to step in if your candy bowl runs dry.
For the third year in a row, M&M’S is bringing back its Halloween Rescue Squad, a service offering free candy refills on the evening of October 31 through delivery service Gopuff, while supplies last. The initiative kicks off at 5 p.m. ET and aims to help households avoid the dreaded empty candy bowl as crowds of trick-or-treaters make the rounds.
“Nothing is scarier than an empty candy bowl on Halloween night, but M&M’S has your back if you run out — so you can keep the fun and celebrations going,” said Tim LeBel, President of Sales and Chief Halloween Officer at Mars Wrigley North America.
According to the company, this year’s Rescue Squad will offer more candy than ever before to meet demand.
Nicole “Snooki” Polizzi Joins the Squad
To help promote the campaign and engage Halloween enthusiasts, M&M’S is teaming up with television personality Nicole “Snooki” Polizzi, calling her the “queen of Halloween.” Known for her over-the-top costumes and festive spirit, Snooki’s involvement is expected to draw added attention to the campaign.
The partnership aims to emphasize early preparation and bring energy to what the brand anticipates will be the most spirited Halloween in years.
Free “Treat & Greet” Kits Drop October 10
In addition to the Halloween night refills, M&M’S will be offering free “Treat & Greet” kits filled with candy and party merchandise. Each kit includes a festive candy bowl, M&M’S-themed t-shirt, Halloween jokes, and plenty of candy to kick off the weekend.
The kits will be available starting Thursday, October 10 at 10 a.m. ET through the official Rescue Squad website (MMS.com/rescue-squad). Quantities are limited and will be distributed on a first-come, first-served basis.
Mars, the parent company of M&M’S, has been building Halloween momentum throughout the year with themed activations, early prep campaigns, and seasonal reports that highlight consumer trends. This includes summer “Boo Baskets” and a pop-up candy stoop in New York City.
With trick-or-treating expected to continue later into the evening and more families planning parties, M&M’S sees the Halloween Rescue Squad as a way to help keep celebrations from fizzling out.
“M&M’S Halloween Rescue Squad is delivering the Halloween spirit to even more fans who are eager to have fun celebrating with family, friends and M&M’S,” LeBel said.
Candy shortages may not be quite as spooky as ghosts or goblins — but for some households, a backup supply could save Halloween night.