“Peanut Butter Their Journey” features a series of HPP displays alongside in-store sampling at select locations
Hershey World Travel Retail has partnered with Dufry for its new REESE’S chocolate campaign, across some of the retailer’s key locations in the Americas, Europe and the Middle East. Exhibiting REESE's typical playful tone, "Peanut Butter Their Journey," features a series of HPP displays alongside in-store sampling at select locations.
The exclusive campaign – which will run throughout July in the Americas and October and November in Europe and the Middle East – offers shoppers the opportunity to save 30% when they buy two of Hershey’s 355-385-gram travel retail exclusive pouches.
In a global first for Hershey World Travel Retail, the manufacturer will also incorporate Dufry’s Emotion+ program to enhance the omnichannel experience in Sao Paulo, driving excitement via Dufry’s online store and social media. This move will allow travelers to reserve their items online to collect in-store and guarantee distinct and consistent messaging across the path to purchase at this location.
The Hershey Company’s new World Travel Retail Director, Rebecca Wong, is anticipating a strong 2023 for the leading U.S. snacking powerhouse and REESE’S – a standout performer for the company in both travel retail and domestic markets.
As part of the brand's ambitious growth plan, it has introduced two new lines to the REESE’S travel retail portfolio this year: REESE’S Peanut Butter Cup THiNS, available in both milk and white chocolate and which are 40% thinner than regular REESE’S, and REESE'S Milk Chocolate Peanut Butter DiPPED PreTzels, part of the wider Hershey’s DiPPED PreTzels range.
“According to a recent Barry Callebaut study, almost three in five people prefer chocolate that has multiple tastes and textures, and REESE’S – with its creamy peanut butter filling and smooth chocolate exterior – offers the perfect combination of sweet- and saltiness to delight consumers,” says Wong.
“We know REESE’S is deliciously different, it is not your ordinary product and that is something we celebrate – we are inviting everyone around the world to 'Peanut Butter Their Journey,' to taste the combination of chocolate and peanut butter goodness, and to love that difference," says Jackson Hitchon, General Manager for Europe & World Travel Retail at The Hershey Company.
“The execution of the 'Peanut Butter Your Journey' campaign with REESE’S – the number one U.S. confectionery brand – is a global and exclusive campaign that travelers will discover in Dufry stores at a selection of airports around the world. With multiple executions across the calendar in all regions, it will give our customers the opportunity to interact with REESE’S and share their experience with others.
“It was important for us to build on the great partnership we have enjoyed with Hershey for many years, and to support the expansion of the REESE’S brand beyond the Americas region where we already recognize its strong appeal. As we see more and more travelers in airports, this campaign offers a great opportunity to reconnect with our customers. We are delighted to work with Hershey to showcase REESE’S and celebrate all the unique ways in which our customers enjoy REESE’S products,” adds Dufry Global Product Manager for Food, Bruno Stäuble.
