AUTHOR: Erica Sweeney

PUBLISHED: Oct. 15, 2018

Dive Insight:

Reese’s Peanut Butter Cups are an iconic Halloween treat, often ranked No. 1 on best-Halloween-candy lists, a fact the brand appears to be successfully capitalizing on this year. For marketers, the results show how a well-coordinated multi-channel campaign that is entertaining and contextually relevant can drive conversation, awareness and purchase intent.

The Halloween season is a highly competitive time for candy brands, as they attempt to lure consumers and drive sales ahead of trick-or-treating. Mars brand M&M’s recently debuted its first Halloween campaign in 11 years to run across TV, digital and print. Halloween spending is expected to reach $9 billion this year, according to the National Retail Federation, representing the second-highest spend in the report’s 14-year history. Among Halloween shoppers, 95% are planning to purchase candy, spending $2.6 billion.

Hershey’s has been working to enhance its digital strategies to better target younger demographics, including integrating ecommerce and in-store personalized experiences. The company recently ranked No. 3 in Engagement Labs’ TotalSocial ranking of how food brands are doing in offline and online conversations, which is in line with Reese’s ability to drive conversations around the brand.

Read the full Marketing Dive article, here.

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