Reese’s Spreads the Love
Hershey Co.’s Reese’s is running a pair of account-specific sweepstakes to promote the return of the limited-edition "chocolate lovers" and "peanut butter lovers" SKUs it launched last year.
At Circle K, danglers on racks merchandising various Reese’s SKUs promote a sweeps running from May 1 to June 30 and awarding 24 winners with a year’s supply of the peanut butter cups. Consumers enter by voting for their favorite Reese’s variety via text or at myreeseslove.com. Southfield, MI-based PrizeLogic handles.
The danglers and shelf strips on separate racks stocking product from Hershey and category rival Mars Inc. also promote a "buy two, get one free" deal on Reese’s. The "lovers cups" SKUs are also merchandised on floorstands touting the Reese's Olympics sponsorship. The displays were likely produced before the games were postponed due to the COVID-19 pandemic.
The brand also ran a nearly identical version of the sweeps for Family Dollar from May 1 to June 6, awarding the same prize to 20 winners who entered via text or at fdmyreeseslove.com.
Reese's celebrated the return of the popular SKUs, which are made with either more peanut butter or chocolate than the normal recipe, with multiple Facebook and Instagram updates. This year, Reese’s also released a 9.3-ounce bag of individually wrapped miniature versions of both SKUs for $4.09.
Reese’s engages in account-specific partnerships across a variety of retail channels. During the 2019 holiday season, the brand gave Target an exclusive $4.99 Reese’s "lovers collection" box that contained an assortment of five types of peanut butter cups. Reese’s is currently running co-op digital ads with Target on websites such as yahoo.com encouraging consumers to chill the candy as “a perfect summer treat.” The 2019 Reese’s lovers launch included a national sweeps, with Dollar General receiving an account-specific overlay.