Pop duo Jedward recruited for M&Ms spooky season campaign

A terrifying experience awaited Irish musical twins Jedward, who have been recruited by M&Ms for a super spooky movie challenge in Britain’s reportedly most haunted house, writes Neill Barston.

The former X-Factor contestants, who have gone on to become prominent for more than a decade in the UK with their fun brand of pop, had their nerves tested by the Mars-owned confectionery series, which has entered into the season’s celebrations.

Otherwise known as Edward and John Grimes, the twins were challenged to spend time watching spooky movies at the Ancient Ram Inn, Gloucestershire, dating from the 12th century, which is said to be one the most spooky locations in the UK.

The campaign, created to coincide with the brand’s Halloween snacking push, sees the twins’ trademark chaos and humour used to bring M&M’S “fun and togetherness” brand platform to life through a shareable, social-first stunt.

The film, launching across M&M’S digital and social channels this weekend, captures every flickering light, jump scare and nervous laugh as the pair attempt to sit through a horror movie marathon — with only each other (and a bowl of M&M’S) for moral support.

Supported by earned and influencer outreach, the activation taps into new consumer insights showing that almost half of Brits (49%) hide during scary films, with many turning to snacks and laughter to take the edge off the fear factor.

The campaign was developed by M&M’S in partnership with agency teams across PR, social and influencer channels, designed to drive talkability around Halloween and reinforce M&M’S role as the ultimate sharing treat.

As part of the launch, M&M’S is encouraging consumers to take part in their own #HauntedSofaChallenge, sharing their scream-filled reactions on social media for the chance to feature on the brand’s channels.

The campaign continues M&M’S focus on seasonal activations that blend entertainment, culture and shareable moments to drive brand relevance.