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Hershey begins Reese Uncupping campaign

Candy company Hershey Canada as begun a campaign for its Reese’s Peanut Butter Cups. Developed by Anomaly of Toronto, the campaign makes use of a large wordless billboard in Toronto depicting an empty candy wrapper with a small fragment of chocolate and peanut butter stuck to the bottom. This is accompanied by a social media campaign on Facebook and Instagram which asks consumers, “Clean or Sticky: How do you uncup?”

It also includes a television commercial and online video called “Reese Uncupping” which depicts a person removing the candy from its wrapper, which then floats through the air and lands, where a finger prepares to scrape up the last bit of chocolate and peanut butter. According to the company, the billboard component may be expanded to other markets later. The campaign will run until December.

“This campaign aligns with our strategy to drive a deeper emotional connection with consumers, and what better way to do this than by leaning into a consumer tension that already exists,” said Azim Akhtar, marketing manager for Reese’s.

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