The campaign asks consumers to “Show Us How You Reese’s,” celebrating the many ways to eat Reese’s. Whether one explores it, nibbles it, bites it or devours it, the campaign recognizes that there is no wrong way to eat a Reese’s Pea-nut Butter Cup.
“We have long understood that consumers love to eat their Reese’s cups in ways that are personal and special, creating a unique and individualized experience,” said Nancy Amato, Sr Customer Marketing Manager World Travel Retail, The Hershey Company. “The campaign celebrates these unique differences because in the end, there is really no wrong way eat a Reese’s cup!”
The campaign will culminate with I Love Reese’s Day on May 18, which is being celebrated by Hershey around the world in 2022. The I Love Reese’s Day campaign in duty free stores is an exclusive partnership with Dufry for 2022 and will be expanded to more travel store locations in 2023.
Hershey and Dufry will execute the campaign in more than 16 key airport locations around the world. The activations will vary from airport to airport but all will feature high-visibility Reese’s Brand dis-plays that celebrate the many ways to enjoy a Reese’s Cup.
The campaign will also feature special offers, such as “Buy 2 Save 25% on Reese’s Peanut Butter Cup Miniatures 355-385g Pouches” and in-store product sampling.
High-visibility Reese’s activations have begun at Heathrow’s Terminal 3 and in Amman, Jordan. Upcoming Reese’s campaign locations for 2022 include Heathrow T5, Alicante, Madrid, Gatwick, Greece, Houston, Las Vegas, Toronto, Rio, Chile, Cancun, Argentine, Uruguay, and Bogota.
Philippe Moryl, Dufry’s Global Head of Category for Confectionery & Food, commented, “…With multiple executions across the calendar in all regions, we want to give our customers the opportunity to interact and experience this power brand and share their experience. It was important for us to build on the great partnership we have enjoyed with Hershey for many years and support the expansion of the brand beyond the Americas region, where we already recognize the strong attraction of the brand.
“As we see more and more travelers in airports, this campaign offers a great opportunity to reconnect with our customers and inter-act with them. We are delighted to work with Hershey’s to showcase “I Love Reese’s” and celebrate all the unique ways in which our customers like to enjoy Reese’s products,” said Moryl.