I Love Reese’s Day takes place annually on 18 May.

The Hershey Company World Travel Retail is preparing to celebrate ‘I Love Reese’s Day’ – which takes place annually on 18 May – through a strategic series of in-store activations and digital partnerships.

The company plans to use the occasion to drive brand awareness globally and to amplify consumer demand for its Reese’s portfolio.

The ‘I Love Reese’s Day’ began in 2010, when The Hershey Company sponsored an online petition that garnered support from 40,000 fans. Since its launch it has evolved into an an unofficial ‘holiday’ celebrating the appeal of the Reese’s brand and its 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. I Love Reese’s Day also taps into the rising global demand for peanut butter products, the company maintains.

Throughout May, there will be 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 have been designed to immerse travellers in the Reese’s experience, and will feature sampling of Reese’s Miniature Cups.

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.

Additionally, to maximise brand visibility, Hershey is collaborating with leading travel retail trade publications for a series of high-impact website takeovers.

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 travellers 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 flavours. This year, we’ve deepened our collaborations with leading trade media to ensure Reese’s remains the ultimate travel indulgence – no passport required!”

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