Halloween is now the third biggest retail occasion for Morrisons.
Our role is to help demonstrate how Morrisons, as food makers and shopkeepers, makes the lives of its 11 million customers a little easier.
So instead of putting out the typical scary stunts beloved of PR agencies across the country, we're helping pressured parents by holding pumpkin carving masterclasses in 500 stores.
It seems the 'useful' rather than 'shocking' tactic has caught on with hundreds of lovely messages on social, over 100 pieces of coverage (including a double page in The Sun) and over 100k Facebook views of our tutorial film.
And of course, 11 million less pumpkin-stressed customers.