Twix is putting $20,000 in prize money behind the second year of Hallowmas, its Halloween-meets-Christmas campaign that revives the Zombie Claus character for another season of fright and cheer.

The Mars-owned brand launched the effort with a branded appearance on Subway Takes, where Zombie Claus joined host Kareem Rahma in episode 806. His take: first impressions do not matter, but second impressions are much more important.

Publicis Media secured the appearance along with other national media and influencer partnerships for Twix. The format is gaining traction among advertisers — Papa John's and Tinder have teamed up for similar spots.

What does the campaign include?

The Subway Takes episode was the first piece of content in a push that spans:

• 40-second and 15-second TV spots
• Influencer activity
• A consumer competition with a $20,000 prize pot

The campaign rolls out on social and through earned media this week.

Adam&eve\TBWA created the hero ad, with production by Rouge Films. In it, Zombie Claus arrives at a teenager's house shouting "Happy Hallowmas." The unimpressed teenager asks whether she should be "merry or terrified," "scared or salivating," or "should sing a carol or bludgeon with a bat."

Twix introduced Hallowmas in 2025 as a blend of the two holidays, debuting Zombie Claus, a character who gives out both fear and cheer. The concept ties to the brand platform: "Two Is More Than One."

Allison Miazga-Bedrick, vice president of marketing for the seasonal portfolio at Mars, said Hallowmas connects directly to the two bars in a Twix pack — 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.

How does the $20,000 competition work?

Weber Shandwick handled PR and competition execution. Customers will submit photos and videos marking "Hallowmas" through social channels. Twix will award:

• $5,000 for the best Zombie Claus look-alike
• $5,000 for the best "blend" of Halloween and Christmas
• $10,000 to the person who "takes Hallowmas to the next level"

The campaign culminates on Halloween, when Zombie Claus will hand out Twix bars in Williamsburg, New York. With a second consecutive year of investment, Mars is signaling it sees the hybrid holiday as a durable seasonal platform rather than a one-off stunt.