INTERNATIONAL. Today is ‘I Love Reese’s Day’, surely one of the most fun world days. And we are celebrating it in spectacular style with Hershey World Travel Retail.
As readers will have noticed, our homepage has taken on a vibrant new hue in recent days, featuring a Reese’s-themed makeover that runs from 12 to 19 May. No wonder that our web traffic is soaring as readers devour our content even more eagerly than usual.
The confectionery house has also partnered exclusively with Dufry for a high-impact campaign that showcases the Reese’s brand in global travel retail.
The Hershey Company Senior Customer Marketing Manager World Travel Retail Nancy Amato commented: “We have long understood that consumers love to eat their Reese’s cups in ways that are personal and special, creating a unique and individualised experience. This campaign celebrates these unique differences because in the end, there is really no wrong way eat a Reese’s cup!”
The campaign builds on the popularity of the Reese’s brand and ask consumers to ‘Show Us How Your Reese’s’, which highlights the fact that there is no one way to enjoy a Reese’s Peanut Butter Cup.
It will culminate on ‘I Love Reese’s Day’, which Hershey World Travel Retail is celebrating globally, and will be extended to more travel retail locations around the world in 2023.
Hershey World Travel Retail and Dufry are rolling out the campaign in over 16 key airport locations around the world.
While the activations may vary from airport to airport, they all feature high-visibility Reese’s brand displays that highlight the many ways to enjoy a Reese’s Cup. In addition, the promotions feature in-store sampling and special offers such as ‘Buy 2, Save 25%’ on the 355g and 385g formats of Reese’s Peanut Butter Cup Miniatures.
High profile animations have already launched at Heathrow Airport Terminal 3 and at Queen Alia International Airport in Jordan.
Other upcoming locations for this year include Heathrow Airport Terminal 5, Gatwick Airport as well as airports in Madrid, Greece, the USA, Canada, Brazil, Mexico, Chile, Argentina, Uruguay and Bogota.
Dufry Global Head of Category for Confectionery & Food Philippe Moryl said: “The execution of the ‘I Love Reese’s’ campaign, with the US No. 1 confectionery brand, is a global and exclusive campaign that travellers will discover in Dufry stores at a selection of airports around the world. 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.”
He added: “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 recognise the strong attraction of the brand.
“As we see more and more travellers in airports, this campaign offers a great opportunity to reconnect with our customers and interact 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.”
