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Hello, communicators:

Heinz is releasing a Halloween-themed version of its signature ketchup product called “Tomato Blood Ketchup,” offering customers a tomato blood costume kit and even opening the first-ever Heinz Halloween store in Los Angeles. The store will offer Heinz Halloween merch, makeup tutorials and interactive costume decorating stations.

Courtesy of Heinz

“There are few nights more magical than Halloween and for years Heinz has helped people make memories by helping them transform into the spookiest versions of themselves,” Heinz Brand director Ashleigh Gibson said in a press release shared with PR Daily. “We believe that if you have Heinz, you have a costume! This Halloween is no different and we’re looking forward to seeing the deliciously spooky looks people come up with using Heinz Tomato Blood Ketchup.”

Beyond an acknowledgment that ketchup has doubled as fake blood for decades, this promotion highlights a clever example of how a brand can insert itself into a holiday tradition. It also highlights a return of in-person marketing stunts after 18 months of purely virtual contests and appearances.