National Caramel Day is on Friday, April 5 and Reese’s “Big Cup with Caramel” is hitting the streets of Toronto and Montreal, virtually. The campaign for Hershey Canada includes two CGI videos based on digital street art that highlight the gooey layer of caramel that Reese’s has added to its iconic peanut butter cups.
The videos have been created in easily recognizable locations. The first from Toronto shows a car covered in creamy caramel before panning to reveal a larger-than-life Reese’s Big Cup with Caramel hanging from one of the city’s many cranes, dripping from above. The second video, from Montreal, shows the Olympic Stadium that’s been transformed into a Reese’s Big Cup, with a faucet of caramel filling the stands.
Paloma Bentes, marketing director for Hershey Canada, says the campaign is a way for the brand to celebrate National Caramel Day, and to break through the clutter. “There is so much so much content out there and I find that providing surprise and delight to the consumers goes a long way,” says Bentes. “We were able to develop the campaign with highly recognizable landmarks, like the Olympic Stadium, and it’s very relevant not only because it’s National Caramel Day, it also resonates with everyone in Toronto since you see a lot of construction in Toronto once spring comes around.”
The videos can be viewed on TikTok, Instagram and Facebook. They were created by digital street artists Raghav Anil Kumar and Danny Behar. UM Canada is handling paid media, with ads in BlogTO and Narcity in Quebec. The Reese’s Big Cup with Caramel digital street art campaign was developed and executed by Craft Public Relations, which is the lead agency for PR and influencer marketing.
Reese’s Big Cup with Caramel was initially kicked off during Superbowl with support on TV, social media and with product centric assets on Reese’s platforms. This leg of the campaign is short term with the TikTok portion airing now and into early May, followed by Meta properties next week for the rest of April and the influencer activations running a bit longer.
Brands from Hershey Canada include Reese’s, Hershey’s, Twizzlers, Oh Henry!, Jolly Rancher and Chipits.
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