Mars Canada is “evolving its Halloween playbook” through its first-ever cross-segment campaign, spanning pet care and snacking.
The company is integrating the two segments in order to help Canadians celebrate in ways that reflect modern household realities, where pets are family and accessibility is top of mind on a holiday that is a key business driver and a cultural touchpoint.
The campaign is in support of Treat Accessibly and vet hospital network VCA Canada with corresponding amplification efforts led by Mars Canada’s PR agency of record, Middle Child. The work includes media relations, influencer partnerships that spotlight accessible and pet-safe trick-or-treating tips and custom mailers that include features such as colour-blind-inclusive text and braille to support different accessibility needs.
Treat Accessibly involves more than 250,000 homes across Canada and signage is now distributed across Canada for free at more than 700 Pet Valu retailers with production by Re/Max. The grassroots organization hosts nine Treat Accessibly Halloween Villages in nine cities, block-parties coast to coast for 25,000 kids and parents throughout October.
“Halloween is about bringing communities together, and we want every host to feel confident creating celebrations where everyone feels welcome, people and pets alike,” says Ellen Thompson, general manager and newly minted “Minister of Trick-or-Treat” at Mars Wrigley Canada. “With thoughtful considerations, we make the holiday inclusive, accessible, and even more magical for all.”
The “Treats for All” tagline used on its influencer and media mailers reinforces the CPG’s commitment to providing products and services for everyone, furry friends included.
“We all deserve to see Halloween as a ‘treat,’ and small changes can make a big difference in how our communities are able to celebrate together.”
The campaign is grounded in insights from the 2025 Mars Spooktacular Trends Report, which reveals that only 20% of trick-or-treat hosts feel confident creating accessible setups and 70% of pet parents say the night can be stressful for their animals.
Mars is supporting Treat Accessibly as well as veterinary hospital network, VCA Canada, to provide expert-led guidance about matters such as avoiding strobe lights and sudden noises and “practice” doorbell ringing to get pets acclimatized.
Mars will also donate more than 11,000 pounds of candy and pet treats to Treat Accessibly’s Halloween Villages nationwide in a collaboration that marks the first time pets, including service animals, will also be treated at these community events.
“Our annual Spooktacular Trends Report identified a meaningful opportunity to help more Canadians feel included in Halloween, and as a company who believes the world we want tomorrow starts with how we do business today, we wanted to be a part of the solution,” Thompson says.
“Strategically, we’re starting to tell a stronger Mars story showcasing our cross-category leadership as a family-owned, global company behind some of the world’s most iconic brands, including M&M’s, Snickers, Pedigree, Temptations and Ben’s Original.”
According to Thompson, this year’s Halloween campaign is a perfect example of how Mars can authentically bring its segments together and highlight the breadth of its portfolio.
“As a family-owned, global company, we see business as a force for good, one that has a responsibility to create positive impact where we live and work,” Thompson says. “Our investments in social, environmental, and community programs reflect that commitment.”
In Canada, this has been brought to life through initiatives like Skittles’ “Ink the Rainbow” campaign supporting Pride, the “No Tricks, Just Treats Truck” Halloween campaign last year that reduced waste while supporting Food Banks Canada and Ben’s Original’s “Be an After School Hero” initiative, a national commitment to Food Banks Canada. Mars also has a Pedigree Foundation Canadian Grant Program to increase dog adoption rates.
