The Hershey Co. is launching an on-pack, instant-win promotion around its Reese’s brand, which offers $2.5 million in cash prizes.
Starting in June, candy lovers can look inside specially-marked wrappers of Reese’s Peanut Butter Cups, Reese’s Dark Chocolate Peanut Butter Cups, Reese’s Big Cup Peanut Butter Cups, Reese’s Pieces, Fast Break, ReeseSticks, Reese’s Nutrageous and Reese’s Whipps products to see if they have won. Cash prizes in increments of $10, $25 and $100 will be awarded throughout the promotion.
The specially-marked Reese’s products will be available in June at mass, grocery, drug and convenience stores. Also in June, Hershey’s will permanently add two-cup packages and six-cup packages of Reese’s Dark Chocolate Peanut Butter Cups and Reese’s Miniatures Dark Chocolate Peanut Butter Cups to retail outlets.
The Reese’s Loves You Back promotion will run through Dec. 31.
PR, a national radio spot and on-pack materials support the promotion. TPN developed the campaign, JSH&A Public Relations handles PR, Arnold is in charge of the radio spot and JPL is responsible for the promotional Web site, which will launch in May.