Reese’s invests in key Super Bowl confectionery ad campaign

Hershey’s key Reese’s brand is aiming for a star quarterback appearance next month, as the brand pitches a key commercial during the US Super Bowl American football event, which it hopes will win big reaching a huge global audience, writes Neill Barston.

The 30-second ad, produced by Erich & Kallman, is said to play on the extreme passion fans have for both rooting for their favourite teams, as well as their passion for Reese’s Cups.

This year’s Super Bowl is on 11 February, and is in its 58th edition, and has gained a major audience well beyond US shores, including within the UK, with the American NFL league confirming last week that the Chicago Bears, Minnesota Vikings, and Jacksonville Jaguars will each play international games in London as part of their season.

As Hershey noted, Reese’s has a fervent fan base who are as emotionally invested in our iconic pairing of peanut butter and chocolate, much like the fan bases of the two teams in the Big Game,” said Ryan Riess, vice president creative & brand strategy, The Hershey Company. “We’re excited for the biggest candy brand to return to the biggest stage after four years.”

Significantly, for a total of 95 years, Reese’s has been treating fans to its peanut butter cups, with the brand continuing to experience considerable growth levels, with a 9.1% CAGR over the past four years, and can be found in over 80% of American households in the past three years.

Notably, the last and only time that the brand aired an ad during the Big Game was in 2020 to announce Reese’s Take 5 bar. In addition to the new commercial, it will also be giving fans more of what they want via a range of activities with strategic partners leading up to the game, which will be screened around the world.

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