The promotion was created by Tunbridge Wells-based agency WFCA Integrated. The creative features mono photographs of children with colourful graffiti of traditional Halloween and Bonfire icons including pumpkins, fangs and fireworks drawn over the top.
Roxanne Bennett, senior controller for marketing at Budgens, said: "Hallowe'en is an important trading period for the industry and it is vital that Budgens wins its share of consumer expenditure. We are very pleased with the way WFCA Integrated interpreted the brief and the themed PoS has really captured the essence of children having fun. Most importantly, it will look great in store."
Although the campaign will not use doordop or direct activity, the Hallowe'en design is being used
in a small way on Budgens regular price-focused doordop leaflets.
Dave Wilson, WFCA Integrated's creative director, said: "We have created some really innovative PoS featuring the traditional Halloween theme, which all customers can relate to, but from a completely new angle. Our remit from Budgens includes challenging the norm and moving the creative on."
Earlier this year, Budgens was bought by the Musgrave Group, Ireland's largest food and grocery distributor.
Last year, Budgens launched a year-long Best of British campaign to highlight its commitment to British producers.
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