INTERNATIONAL. The Hershey Company is celebrating ‘I love Reese’s Day’ (18 May) with a suite of brand-led activations across key travel retail markets, including Frankfurt Airport, until the end of May.
The US snacking powerhouse is also celebrating the occasion with an eye-catching makeover of The Moodie Davitt Report desktop homepage along with an elegantly curated treatment on the mobile website.
The Hershey Company noted: “‘I Love Reese’s Day’ is being celebrated around the world on 18 May as consumer demand for anything-but-ordinary Reese’s peanut butter and chocolate confectionery grows (backed by Data Bridge Market Research Global Peanut Butter Market – Industry Trends and Forecast to 2029).”
The origin of this day dates to 2010, when The Hershey Company sponsored an online petition to establish an international day of celebration for Reese’s Peanut Butter Cups on 18 May. The campaign garnered support from 40,000 fans.
The Hershey Company Global Director World Travel Retail Rebecca Wong said: “With such an expansive portfolio, Reese’s – defined by the iconic combination of peanut butter and chocolate – truly has something for everyone. Our dedication to enhancing traveller satisfaction and experience drives our continuous consumer-centred innovation.
“Over the last 125 years we have developed industry-leading capabilities to create the best peanut butter and chocolate products, ensuring that we continuously grow to provide new ways for fans to enjoy their favourite treats.
“I invite all our fans to join in celebrating ‘I Love Reese’s Day’ and create more moments of goodness together.”
The company is prepared to meet the rising demand for peanut butter products with an expanding Reese’s range in global travel retail.
The line appeals to a variety of consumer tastes with the classic Reese’s Milk Chocolate Peanut Butter Cups and the Milk Chocolate Peanut Butter Giant Bar, which is the first Reese’s product in tablet form.
The company also introduced two products to the travel retail market in 2023: Reese’s Peanut Butter Cup THiNS, which are 40% thinner than traditional Reese’s and available in milk and white chocolate; and a new offering, Reese’s Milk Chocolate Peanut Butter Dipped Pretzels.
The celebratory activations across Reese’s duty-free locations aims to build awareness and excitement among consumers, while educating retailers about the breadth of the brand’s offerings available for order.
Vibrant gondolas, painted in the brand’s signature orange colour, are strategically positioned in airport retail areas to draw attention to Reese’s treats. ✈
