A phantom error

It’s not often I admit defeat in trying to work out what a marketer is trying to tell me. I'd like to think I give everyone a fair chance to make his point. But in the case of Procook’s latest email, I hold my hands up in resignation. 

The Halloween-themed email is titled “Oops, we got it wrong!” and features the same words in a speech bubble coming from one of the pumpkins in the top image. Obviously, something in a previous email went awry, but this email makes no mention of it. What would otherwise have been a very good example of a Halloween email (Witches’ Finger cookies anyone?), has me now wondering “huh?”