Reese’s overall sales tripled following the initial Reese’s Thanksgiving Pie announcement.
Position Reese’s Thanksgiving Pie as something everyone can be thankful for.
Exclusive. Epic. And 100% edible. There’d never been anything like the Reese’s Pie. And once all 3,000 were sold, there might never be again. So, with earned media as the only marketing lever, we focused on the Reese’s Pie’s key features (weight, dimensions, etc.), highlighted the pie as Reese’s’ largest Peanut Butter Cup ever for sale, and emphasized its limited availability.
We created a simple call to action, driving people to Reese’s website for purchase, and a compelling key visual that showed a Reese’s Pie at the center of a Thanksgiving table to instantly communicate the pie’s story. These assets became the main course of the campaign, which strategically unveiled the pie a week before Thanksgiving to get ahead of the saturated news cycle and ensure pies could be delivered in time.