The traditional Halloween saying declares, “trick or treat,” but I’ve only seen brands lean into the latter. UK Krispy Kreme, however, has made a clever choice to lean into previous trickery by tapping into “ghosting,” i.e., the monsters who refuse to return our emails and text messages.

In honor of Halloween, Krispy Kreme has offered a special treat to those who have been previously tricked, and the marketing stunt encourages customers to rekindle the flame with people they’ve once ghosted.