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Rather misguidedly, the Co-op has hired some friendly monsters to assist shoppers in the run-up to 31 October.

When they're not causing mayhem, the thoughtful ghouls are baking cupcakes, helping grannies with their shopping and offering free hugs.

The activity runs across video-on-demand and digital, supported by radio and press. 

This is the second consecutive year the Co-op has enlisted the monsters for the supermarket's seasonal campaign.