Hershey and Dufry entice shoppers with ‘peanut butter their journey’ drive

By Kristiane Sherry |

“Peanut Butter Your Journey” campaign for REESE’S

Reese’s peanut butter your journey will be rolled out at key locations.

Hershey World Travel Retail has teamed up with Dufry for a Reese’s chocolate ‘peanut butter their journey’ campaign at key locations across the Americas, Europe and the Middle East.

In the brand’s playful tone, passengers are encouraged to “peanut butter their journey” through HPP displays and in-store sampling.

An offer gives shoppers 30% off when they buy two Hershey’s 355-385g travel retail exclusive pouches.

In a first for Hershey World Travel Retail, it will harness Dufry’s Emotion+ campaign for a full omni-channel experience in Sao Paulo.

The campaign will span Dufry’s online store and social media, building excitement and allowing travellers to reserve items online to collect in-store. 

Messaging is kept distinct and consistent to drive purchase in the key location for the brand.

The campaign will run throughout July in the Americas, and during October and November across Europe and the Middle East.

Hershey’s new World Travel Retail Director Rebecca Wong expects a “strong” 2023 for the business, with Reese’s a key product. 

Two new lines have been added to Reese’s GTR portfolio so far in 2023. Reese’s Peanut Butter Cup THiNS, available in both milk and white chocolate, are 40% thinner than the regular product. 

Meanwhile Reese’s Milk Chocolate Peanut Butter DiPPED PreTzels, part of the wider Hershey’s DiPPED PreTzels range, are also available. 

“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,” claims Wong. 

‘Peanut butter their journey’: deliciously different

Jackson Hitchon, General Manager for Europe & World Travel Retail at The Hershey Company, added: “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.”

Reese's peanut butter your journey campaign

The eye-catching displays will be paired with a discount for passengers.

Dufry Global Product Manager for Food, Bruno Stäuble, commented: “The execution of the Peanut Butter Your Journey campaign with Reese’s – the number one US confectionery brand – is a global and exclusive campaign that travellers 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 recognise its strong appeal. 

“As we see more and more travellers 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.”


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