Reese’s: Put Peanut Butter In It campaign

Entrant: Mother; Category: Social

Reese’s’ combination of chocolate and peanut butter is much loved in the US, though less well known in the UK. To change this, Mother created a social campaign rooted in a simple premise: that Reese’s loves putting peanut butter in stuff.

The campaign took this to an extreme, with a series of unexpected chocolate objects shown being filled with peanut butter. The films were set in a bright orange Reese’s world and accompanied by a sensual voiceover.

The brand harnessed the power of TikTok to build an army of Reese’s superfans with a taste for all things chocolate and peanut butter. Its TikTok content beat engagement benchmarks by 765% and it built a community of fans bigger than the UK’s market-leading brands combined, thanks to +77.5% follower growth.

Agency: Mother
CCO: Felix Richter
Creative Director: Dickie Connell
Creative: Dom Nazeri
Producers: Bertie Gulliver, Sarah Allen
Strategy: Matt Sadler
Head of Content: Vairi MacLennan
Senior Content Strategist: Ruby Ktori
Content Creator: Temi Adedoyin
Business Lead: Yuki Yamakado, Reiko Barrett
Mother: Nina Farrall
Production Company: ManvsMachine
Director: Tom Bunker
Production Company: Mother Studios
Sound: Wave
Music Company: Sister