Case Study: Reese's (Hershey) achieves 28-point ad recall and 11-point brand awareness gains with Facebook

Reese's - Customer Case Study

Hershey Canada launched REESE® MIX, a new snack blending REESE PEANUT BUTTER CUPS Minis, REESE'S PIECES and salty pretzels and peanuts, and needed to introduce the product while clearly differentiating it from the established REESE Peanut Butter Cups. The challenge was to build awareness and positive association with the new sub‑brand among millennial consumers.

Hershey partnered with agencies Anomaly and UM to run a one‑week, cross‑platform campaign using video and photo ads on Facebook and Instagram, targeting men and women aged 18–34. Measured with Nielsen Brand Effect, the campaign drove a 28‑point increase in ad recall, an 11‑point increase in brand awareness and a 3‑point lift in brand favourability.

Reese's

Pete Vanslyke

Senior Director of Marketing