Reese's tries to explain its chocolate and peanut butter blend to Brits

First campaign by Mother for the Hershey Co. brand aims to broaden awareness of Peanut Butter Cups in the UK

Published On
Jan 18, 2023

Editor's Pick

Reese's Peanut Butter Cups are such a stalwart of American candy that no one would ever question the combination of chocolate and peanut butter in the U.S. But that's not the case in the U.K., where the Hershey-owned brand is now trying to convince Brits that the two go together.

That's the aim of a new campaign for the product created by Mother, which shows peanut butter being poured slowly and unctuously into a chocolate high-heeled shoe. The voiceover, by comedian Henry Paker, says: “Look at that. An exquisite high-heeled shoe. I know what you’re thinking … You want to put peanut butter in it, don’t you? It’s ok. That’s what we’re into too. In fact, that’s our whole thing.”

The new campaign aims to achieve more brand awareness for Reese's; although it has sold Peanut Butter Cups in the U.K. for over 20 years, the brand isn't as much of a confectionery staple as in its native market. This is the first work for the brand by Mother, which was appointed after a competitive pitch. 

“We wanted to explore the underreported psychological urge to put peanut butter in stuff,” said Dickie Connell, creative director at Mother. “Our aim is to help people understand that this is very common and very normal and very enjoyable.”

Following the video, which was directed by Tom Bunker at ManvsMachine and will air on TV and social media, further social content will follow, creating a dialogue with fans of peanut butter. 

“We know Reese’s is deliciously different, it is not your ordinary product and that is something we celebrate - we want everyone to taste the combination of chocolate and peanut butter goodness and love that difference," said Jackson Hitchon, GM Europe & world travel retail at Hershey Co., in a statement. “We wanted to show our fans and future fans the dedication we put into bringing these two flavors together. In a number of - anything but ordinary – scenarios.”