Reese’s surprised everyone this Halloween with their free candy converter.

It’s never fun to get bad candy at Halloween, but now there’s a solution to the problem, thanks to Reese’s. With this innovative style of popup marketing, the American chocolate brand positioned itself as superior candy that kids would rather have than other brands.

Place a bag of M&M’s in the machine, and it will give you Reese’s chocolate back. Genius, and clever marketing that even kids understand and enjoy.