The Hershey brand is teaming with creators and celebrities like Christina Ricci for a social content series analyzing 150 of the best streets for Halloween festivities.
Courtesy of The Hershey Company
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Dive Brief:
- Reese’s is tapping into Halloween excitement with “Reese’s Trick-or-Treatiest Street in America,” a multichannel campaign celebrating the country’s top trick-or-treat destinations, according to details shared with Marketing Dive.
- A two-part social content series will see the brand’s first-ever Halloween Council, inclusive of creators and celebrities Christina Ricci and Kathy Najimy, analyze 150 of the best streets for trick-or-treating.
- One street will be crowned “America’s Trick-or-Treatiest Street” and receive a celebration in partnership with Zillow. Amplifying the effort will be new creative inspired by the Hershey-owned brand’s “Everything Happens for a Reese’s” platform.
Dive Insight:
Halloween is right around the corner, and Reese’s is hoping to plug itself into the conversation beyond the snack aisle by celebrating the traditions tied to the spooky season. Consumers this year are expected to drop a total of $13.5 billion on Halloween, with sweets — the most popular purchase — accounting for $4.1 billion in spending, according to the National Retail Federation.
For its effort, Reese’s surveyed 15,000 Americans and evaluated factors including decorations, community participation and walkability to identify the 150 best streets for trick-or-treating. The brand’s picks can be viewed on a microsite. Next, the brand’s Halloween Council, which features icons of the season like Ricci and Najimy, stars of “The Addams Family” and “Hocus Pocus,” respectively, and creators Rachel Iwanyszyn, Zaire Alford and Macy Blackwell, will assess the evidence and crown one street as the top trick-or-treat destination.
The Halloween Council’s evaluation will be documentedeet set to be announced Oct. 21. The top street will receive a block party in partnership with Zillow, complete with Reeses’ products and a decked out trick-or-treat experience. A 60-second video featuring the Halloween Council serves as an explainer
Rounding out the campaign will be creative work inspired by the brand’s existing “Everything Happens for a Reese’s” platform to show the lengths fans will go to secure Reese’s candy. Reese’s latest effort was created by MiltonOne, Publicis Groupe’s bespoke Power of One solution for parent The Hershey Company, and powered by Saatchi & Saatchi New York and public relations agency MSL.
Beyond more obvious opportunities like Halloween, Reese’s has often looked to plug itself into the cultural conversation. Last August, the brand jumped on hype around Taylor Swift’s then-new album with an ad created in less than 24 hours. The marketer has also frequently made an appearance during the Super Bowl, most recently airing a 30-second spot in 2025.
The Hershey Company reported a net sales increase of 6.6% for a total of $2.7 billion in the second quarter of 2026, according to an earnings report. The company saw a strong first half of the year, with net sales up 8.7% for the six months ended June 28.
Filed Under:Mobile,Creative,Social Media,Influencer Marketing,Brand Strategy
