Campaign details

Brand: Reese's
Agency: Zeno Group

Situation Analysis

The #1 selling Halloween candy brand, Reese's, set out to save Halloween 2018 by swapping out the candy you don't like for the candy you love.

More than 30% of candy purchased for Halloween is bought the week leading up to the holiday, underscoring the importance of chatter in the last 7 days of the shopping season. However, for most media this is too late for their staple Halloween coverage, which typically consists of limited-time products and innovations hitting as early as Labor Day.

So how did America's most beloved candy brand drive another round of coverage and shape stories in their biggest buying window? They tapped into America's undeniable obsession with Reese's and a true consumer insight around the holiday.