REESE #CupFusion

The Campaign

As the #1 chocolate brand in Canada, REESE® is always at the cutting-edge of product innovation. Since its arrival to Canada in 1964, REESE® has consistently delighted consumers by delivering inspiring new snacks.

In 2016, Hershey Canada stunned us by taking the classic Peanut Butter Cup to the next level and launched the REESE® Big Cup stuffed with REESE’S PIECES Candy.

This new innovation is the ultimate mashup and they’ve partnered with Narcity Media to spread the exciting news and drive massive product awareness.


Our strategy

Together, Narcity Media and REESE® created 2 original pieces of content around the theme of #CupFusion.

We introduced the campaign with an editorial piece to drive the hype and announce the news with “Everything You Need To Know About The All-New Reese Cups Stuffed With Reese Pieces In Canada”. The goal was to set the audience up and gather all the REESE® lovers to spark social conversations about the new product.

Sticking with the theme of #CupFusion, we created a fun and playful foodporn style video of the making of a custom “Holiday Yule Log” featuring the new peanut butter cup. The video ran across MTL Blog’s Facebook and YouTube channels and embedded players on the MTL Blog site.

Our results


Key take-aways

Through video storytelling, REESE® and Narcity Media delivered original content and brought a creative and fun take on REESE® #CupFusion theme. The original video allowed REESE® to produce content unique to not only the brand but to our audience, make a connection with consumers, drive product awareness and create organic conversations.