Mrs. T's Pierogies is marking National Pierogy Day on October 8 with a prize that people will wear three weeks later on Halloween.
The frozen food brand is giving away 100 limited-edition Pierogy and Sour Cream couples costume sets through Instagram and Facebook.
Fans have until October 13 to enter, which leaves winners roughly two weeks to lock in their Halloween plans.
HUNTER helped develop the campaign with Mrs. T's, while Imposta Costumes designed and manufactured the costumes.
Entrants have to follow Mrs. T's and tag the person they would dress up with, which turns the prize into a two-person social prompt.
"Each National Pierogy Day we look to provide new ways for our fans to share their pierogy love, both on October 8th and beyond."
Last October, we heard from fans on social media that they would love to dress as a pierogy for Halloween, so this year we made that a reality!
What better way to celebrate fall than by combining the two of the best October holidays?" Olivia Zawatski, marketing communications manager at Mrs. T's Pierogies, told DesignRush.
The promotion marks a sharp change from last year, when Mrs. T's offered one $10,000 prize to a fan who pledged to add a "Y" to their name.
The costumes give Mrs. T's a brand asset that pulls participation in early October and keeps working through the end of the month.
The Familiar Plate Pairing Behind the Costumes
Mrs. T's takes a familiar plate pairing and gives it a very different job for the holiday season.
Each of the 100 winners receives both costumes, one Pierogy and one Sour Cream.
The prize also includes coupons redeemable for boxes of Mrs. T's Pierogies at major retailers.
Entries opened on October 1 and will close at 11:59 p.m. ET on October 13, with the sweepstakes open to U.S. residents 18 and older.
Entrants must follow Mrs. T's on Instagram or Facebook, like the giveaway post, and tag the person they want to share the costumes with.
The official rules cap entries at one per social platform, so a fan can enter twice by playing on both Instagram and Facebook.
"These limited-edition costumes put a playful spin on a pairing our fans already love," Zawatskiadded.
"We can't wait to see how our Pierogy Squad gets into the spirit!"
Winners will be notified by a "You're a winner" message through Instagram direct message or Facebook Messenger.
The creative also gives the brand a visual shorthand that connects its product, its holiday, and Halloween without requiring a new concept.
Three Years of Mrs. T's Prize Strategy
Mrs. T's has steadily changed what its National Pierogy Day promotions ask fans to do and what the prizes allow them to express.
The 2024 promotion offered pierogy-themed comfort merchandise, including a blanket and plush robe.
In 2025, the brand asked fans to pledge to add a "Y" to their name, and one winner took home $10,000 while 30 others received Pierogy Prize Packs.
The 2026 promotion hands fans something they can wear in public, which moves the prize off the couch and into Halloween parties.
The changing prizes show how a recurring brand holiday can give marketers room to test new participation behaviors each year.
- Prize design can dictate participation. Marketers should match prizes with social actions to encourage interactions that fit the campaign goal.
- Recurring campaigns can support experimentation. Teams should change the participation format each year to keep established brand properties active.
- Pair-based prizes can expand social reach. Brands should give people a natural reason to tag someone else to increase participation through personal networks.
An annual promotion becomes more useful when each edition gives consumers a new reason to participate.
Our Take: Can a Halloween Prize Build a Permanent Audience?
The giveaway does social acquisition work alongside the Halloween promotion.
Every entry costs a follow, a like, and a tag, so Mrs. T's collects an audience and a referral in the same move.
We think the follow requirement does the real work here, because a costume people want is a strong enough prize to cover the cost of hitting that button.
Mrs. T's has about 33,000 Instagram followers and 108,000 on Facebook.
So 100 prizes are a low price for a double-digit percentage bump on the smaller account.
The catch is that a Halloween costume expires, and by November, those new followers have nothing left to win.
Smirnoff Ice sidestepped this by selling its bottle costume and signing Brittany Broski through the holidays.
Mrs. T's needs November and December hooks, and a Thanksgiving and Christmas side-dish push would give its new followers something to come back for.
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