Major US confectionery brand Reese’s is on the haunted hunt for the most spooky street in America as part of its latest Halloween campaign of key confectionery launches, writes Neill Barston.

As the flagship Hershey brand enthused – from spirited decorations and costumes to neighbors who turn out in full force, the search will celebrate the communities that make the season’s magic happen block by block, across the country.

Its mission comes amid key product releases for Halloween, including, back by popular demand, a shocking  Peanut Butter Skeletons series (257g, £4.50) for British shoppers (with equivalent releases in the US), and Reese’s King Size Peanut Butter Pumpkins (68g, £1.50). This is appearing  alongside a frighteningly fun mix of bats, pumpkins and ghosts in Reese’s Assorted Shapes (255g, £4.50) and the original favourite Reese’s Peanut Butter Cups Snack Size (297g, £4.25) in trick-or-treat friendly format.

Notably, as Halloween celebrations continue to grow year on year in the UK, the Reese’s brand brings back its iconic peanut butter and chocolate flavour combination in seasonal shapes. Available now at Sainsbury’s, ASDA, Co-op and Morrisons, the range is perfect for every Halloween occasion.

US spooky streets
As the brand noted, many streets do Halloween well, but only one can reign with Reese’s. Drawing on its deep connection to Halloween and insights into how Americans celebrate the season, Reese’s analysed everything from candy and costume purchasing trends to festive décor, walkability and community participation. From there, the brand selected the Top 150 Streets in the running, which can be found here: www.hersheyland.com/trickortreatiest.

After the top streets were identified, Reese’s assemble its first-ever Halloween Council, bringing together some of the most notable Halloween icons Christina Ricci, Kathy Najimy and creators Rachel Iwanyszyn, Zaire Alford and Macy Blackwell. Their assignment was simple: examine the evidence, debate the contenders and announce the street has earned Halloween’s ultimate bragging rights as the Reese’s Trick-or-Treatiest Street in America.

The top street, which will be announced by the Reese’s Halloween Council on October 21, will receive what every Halloween legend deserves – a Reese’s-fueled block party in partnership with Zillow, stocked with iconic seasonal favorites, from Reese’s Pumpkins to Reese’s Peanut Butter Cups, complete with an epic trick-or-treating experience.

“The best Halloween streets aren’t just the ones that decorate or have the biggest budgets,” said Christina Ricci, Reese’s Halloween Council member. “Instead, they are the ones that create an atmosphere where trick-or-treaters keep coming back, and the entire community becomes part of the experience. I’m looking forward to helping Reese’s uncover the street that truly deserves the title.”

“I’ve taken Halloween very seriously for decades – especially when there’s a crown and Reese’s on the line,” said Kathy Najimy. “What I love is a street where the whole block gets into it – where the grown-ups are having as much fun as the kids. I can’t wait to see all the costumes, candy, creativity and Halloween spirit to take the crown.”

“As a leader in the Halloween candy space, Reese’s has had a front-row seat to what makes the holiday special for generations,” said Melissa Blette, Senior Brand Manager, Reese’s Brand at The Hershey Company. It’s the anticipation leading up to Halloween, the traditions people return to every year and the neighbors who bring entire streets to life that create the kinds of memories people carry with them for years. The Reese’s Trick-or-Treatiest Street in America is about recognizing the streets that turn that shared spirit into an unforgettable Halloween experience for all.”