Reese’s, obsessed with putting peanut butter in stuff, fills a filing cabinet with it

Would you return to the office if all the filing cabinets were giant Reese’s? Continuing a quirky U.K. campaign that launched last winter, when it filled a high-heeled shoe with peanut butter, Reese’s has now moved on to a filing cabinet. The 30-second spot below shows a chocolate-colored storage unit being filled with viscous PB, as the comedian Henry Paker offers drippy commentary of his own to round out the ASMR-like vibe. Mother London is the agency behind the work. This new execution, timed to the end of summer and people’s return to work, promotes the Reese’s Bar. “We wanted to explore the underreported psychological urge to put peanut butter in stuff,” Dickie Connell, creative director at Mother, said when the campaign launched. “Our aim is to help people understand that this is very common and very normal and very enjoyable.” Reese’s has sold Peanut Butter Cups in the U.K. for over 20 years, but doesn’t have the same brand awareness as in the U.S. This campaign aims to rectify that. “We’re creating a peanut butter revolution in the chocolate category, with an aim to disrupt the ordinary,” Maria Shilyaeva, senior marketing manager, Europe and WTR, at Hershey, said of the new spot. “Our mission is to fill everything with peanut butter, and we are excited to launch the Reese's Bar in the U.K., with its iconic sweet and salty taste of peanut butter and chocolate flavor, reimagined in a new form.” See the original high-heels spot below.

Reese’s, obsessed with putting peanut butter in stuff, fills a filing cabinet with it

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