The Hershey Company World Travel Retail reveals ‘I Love Reese’s Day’ celebrations
I Love Reese’s Day has evolved into an unofficial holiday celebrating the distinctive appeal of the Reese’s brand and its deeply loyal consumer base
The Hershey Company World Travel Retail is harnessing the power of I Love Reese’s Day on May 18 to enhance the brand's global presence in travel retail.
The company aims to drive brand awareness and amplify consumer demand for its portfolio through a series of digital activations with key trade media partners.
I Love Reese’s Day Celebrations
Since its launch in 2010, following an online petition that garnered support from 40,000 fans, I Love Reese’s Day has evolved into an unofficial holiday celebrating the distinctive appeal of the Reese’s brand and its deeply loyal consumer base. This year, Hershey is leveraging the occasion to spotlight the breadth of Reese’s peanut butter and chocolate offerings within the travel retail sector.
While fun and engaging, I Love Reese’s Day also taps into the rising global demand for peanut butter products. Market research indicates a growing consumer preference for the Reese’s brand, with high purchase intent scores underscoring its increasing popularity.
Global Activations Showcase the Strength of the Reese’s Portfolio
Throughout May, the company will unveil dedicated Reese’s gondolas at key travel retail locations, including São Paulo Airport, Rio de Janeiro Airport, John F. Kennedy International Airport, and Toronto Pearson Airport. These activations will immerse travelers in the Reese’s experience by offering exclusive samples of Reese’s Miniature Cups, reinforcing its status as a must-have travel treat.
Hershey aims to reinforce Reese’s position as a must-stock brand
To maximize brand visibility, Hershey is collaborating with leading travel retail trade publications for a series of high-impact website takeovers.
By showcasing a diverse range of formats at the activations, Hershey aims to reinforce Reese’s position as a must-stock brand, while educating travel retailers on the extensive variety available for order. The Reese’s travel retail portfolio includes the classic bestselling Reese’s 2Cup, as well as Reese’s DiPPeD PreTzels, Reese’s Peanut Butter Cup THiNS, and Reese’s Milk Chocolate Peanut Butter Giant Bar.
Ahmad Nasser, General Manager of The Hershey Company in the Middle East, Africa, and World Travel Retail, commented: “I Love Reese’s Day is a testament to the passion and loyalty of our global fans. For our travel retail partners, this celebration presents an exceptional opportunity to engage global travelers with one of the most iconic and beloved confectionery brands in the world. By keeping Reese’s top-of-mind, we’re excited to showcase our commitment to delivering unique and memorable flavors. This year, we’ve deepened our collaborations with leading trade media to ensure Reese’s remains the ultimate travel indulgence – no passport required!”
