Twix is bringing Halloween and Christmas together again with the return of Hallowmas, a seasonal campaign that revives the brand’s Zombie Claus character for a second year.
The campaign kicked off with a branded appearance on Subway Takes, where Zombie Claus joined host Kareem Rahma in episode 806 to share his take that first impressions do not matter, but second impressions are much more important.
The format is increasingly popular with brands, with the likes of Papa John’s and Tinder teaming up for similar spots. Publicis Media secured the appearance, along with other national media and influencer partnerships for Twix.
The episode was the first piece of content from the campaign, which includes 40-second and 15-second spots, influencer activity, and a consumer competition. It rolls out on social and through earned media this week.
The hero ad, created by adam&eve\TBWA and produced by Rouge Films, sees Zombie Claus arrive at a teenager’s house shouting “Happy Hallowmas.” The unimpressed teenager then asks if she should be “merry or terrified,” “scared or salivating,” or “should sing a carol or bludgeon with a bat.”
The Mars-owned brand introduced Hallowmas in 2025 as a blend of the two holidays, debuting Zombie Claus, who gives out both fear and cheer. The concept is a nod to Twix’s brand platform: “Two Is More Than One.”
Allison Miazga-Bedrick, vice president of marketing for the seasonal portfolio at Mars, said Hallowmas is linked to the two bars of Twix: when two things come together, they create something better.
“By bringing Halloween and Christmas together through Zombie Claus, we’re creating a season that delivers twice the fun, fright and festive spirit,” she said in a statement.
Weber Shandwick handled PR for the campaign, as well as the execution of the competition, which has a $20,000 prize pot. Through social, customers will be encouraged to submit photos and videos marking “Hallowmas.” Twix will award two individuals $5,000 each: one for the best Zombie Claus look-alike and one for the best “blend” of Halloween and Christmas. A further $10,000 will go to the person who “takes Hallowmas to the next level.”
The campaign will culminate on Halloween, when Zombie Claus will be handing out Twix bars in Williamsburg, New York.
