2019 Winner

The Hershey Company

Reese’s Peanut in a Peanut

UM Canada & Anomaly

BronzeProducts and Services - Best in Consumer Goods

In early 2019, Reese’s Pieces launched Reese’s Pieces Peanut, it’s first and only innovation in its 42-year history. To stand out from its competition, the brand took an extraterrestrial approach to marketing. Building on the time-space continuum idea in Inception, Hershey created the “Reese’s Peanut in a Peanut” campaign. Media placements such as mirrored elevators dramatized the concept, and campaign creative became ads within ads, which aired on TV and during special IMAX screenings at Ontario Place’s Cinesphere. In the end, the campaign helped exceed sales targets by 282%.

Credits
The Hershey Company
Senior Director of Marketing – Jackson Hitchon
Senior Marketing Manager – Mathieu Gamache
Marketing Manager – Kaetlyn Graham
Assistant Marketing Manager – Andie Doan

UM
Senior Connection Planner - Sarah Benzinger
Manager, Connection Planning - Andrea Neale
Senior Director, Connection Planning - Joanna Janisse

Anomaly
Executive Creative Director / Partner - Pete Breton, Dave Douglass
CEO / Partner - Franke Rodriguez
Creative Director/Writer - Jamie Marcovitch
Art Director - Jose Rivas
President, Managing Partner - Candace Borland
Head of Client Services - Bryden McDonald
Account Director - Erin Wilbur
Account Executive - Alexandra McCalden
Account Coordinator - Lauren Zaitz
Group Planning Director - Mahmoud El Kattan
Planner - Colin Kikcio
OOH Product – Rob Murray