Reese's Sweetens 'Playoff Pandemonium'

Hershey, Pa. — The Hershey Co. complemented Reese’s status as an official sponsor of the first-ever College Football Playoff by executing a “Playoff Pandemonium” campaign last winter that coincided with the four-team playoff to determine a champion. Reese’s dispatched comedian Jeff “Ref” Foxworthy to explain “Reese’s Rules” to fans through videos that were part of a broader path-to-purchase campaign.For example, Reese’s Rules say tackling is permitted when someone grabs the last Reese’s Miniature; pass interference may be called if you don’t share your Reese’s Minis; and, when noshing on Reese’s Peanut Butter Cups, always go for two.“Jeff Foxworthy has entertained millions with his comedy for more than 25 years,” says Reese’s senior brand manager John Maitrejean, “and he’s the largest-selling comedic recording artist in history. So we believed he was the perfect choice to bring some entertainment to a heated and intense playoff season.”Consumers were encouraged to share their own witty rules – or Reese’s-related images – using a #ReesesGameday hashtag, while an in-store SMS text campaign enabled them to ask for both additional “Reese’s Rules” and a coupon for future Reese’s purchases. The campaign aimed to reach avid sports enthusiasts as well as more casual fans such as moms who want to include Reese’s products into creative experiences with their families through recipes, crafts, party planning and snack options.“‘Reese’s Playoff Pandemonium’ has something to offer both of these consumers by communicating to them in the places where we know they’re already engaged – in-store, online and social channels,” says Eric Snyder, consumer promotions manager for Hershey. “We’re able to provide them with useful, entertaining information and also reward them for their engagement with the coupon and bonus snacking and recipe ideas.”Out-of-store drivers for the campaign included digital media, videos on social and mobile, e-newsletters, the GoReeses.com promotional site, and the mobile texting campaign that prompted the coupons. In-store POS, which ran across all materials and featured “Ref” Foxworthy in an integrated theme with the online and social materials, prompted shoppers to grab Reese’s products for their game-day gatherings.Specific in-store components included a “Ref” Foxworthy standee provided by Strine Printing Co., York, Pennsylvania, as well as lug-ons that looked like penalty flags, floor mats, shelf danglers, recipe tearpads and merchandising units with customized headers, all provided by Hershey PrintShop, Hershey, Pennsylvania.“Playoff Pandemonium” complemented Reese’s existing college football partnerships and seemed like a natural fit for the brand, Snyder says. “The message was consistent to grow association of Reese’s with the football playoff occasion, increasing purchases and frequency.”

Reese's Sweetens 'Playoff Pandemonium'

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