EXPERIENTIAL | PRESS | SOCIAL CONTENT 

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THE BRIEF

Launch Reese’s Peanut Butter Crème Eggs in the most disruptive way possible.

 

THE STRAT

Easter is synonymous with chocolate. However, the saturated market is too samey at this time of the year. Reeses’ consumers were looking for something more exciting and engaging. The launch of Reese’s Peanut Butter Crème Egg gave us the perfect opportunity to be disruptive and gain cut-through in-store and out, and across social.

 

THE CREATIVE

We came up with the idea that the chickens weren’t happy about their delicious eggs being taken away from them. In fact, they were so angry, they’d do anything to stop them being eaten. Led by Reese, the leader of the flock, we created ads that had been sabotaged, chicken protests outside Tesco stores and POS that deliberately directed people away from the eggs.  

 

THE RESULTS

The results were eggceptional. Soz :) Loads of people tucked into their delicious chocolate treats despite Reese’s best efforts.

 

AWARDS

2019 - IPA GOLD - Best New Product Launch