UM London launches #SorryNotSorry campaign for Reese’s

UM London has launched The Hershey Company’s first-ever UK-specific digital advertising campaign for its Reese’s confectionery brand.

by Jamel D. Nelson , AdForum

London: UM London and Arnold KLP have launched The Hershey Company’s first-ever UK-specific digital advertising campaign for its Reese’s confectionary brand.

Aimed at millennials, the campaign positions Reese’s – with its ‘slightly wrong but oh-so right’ peanut butter and chocolate flavour combination – as the ultimate indulgence.

The campaign, which will run across Facebook, Instagram, Snapchat and YouTube, features videos and images of millennials enjoying Reese’s treats – unapologetically, and in a series of unusual ways. The campaign carries the strapline #Sorrynotsorry.

UM London developed the media strategy for the campaign and will handle all digital buying and social media community management. Arnold KLP was responsible for creative strategy, idea and execution.

Reese’s product range includes: Reese’s Peanut Butter Cups; Reese’s Minis; Reese’s Pieces; Reese’s Sticks wafer bar; and Reese’s Nutrageous bar.

Houssam Chehabeddine, EMEA General Manager, The Hershey Company, said: “Our partnership with UM is based on the common vision we have for Reese’s potential in the UK. We’re confident that this campaign sharply reflects this vision and allows Reese’s to reach new heights in a very mature and competitive market.”

Ben Reilly, Group Business Director, UM London said: “We’re proud to be working with Hershey’s on this digital launch for Reese’s in the UK. The brand is a sleeping giant, and with our commitment to blurring the lines between media and creativity, data and content, and science and art, we can help propel Reese’s forward in the coming years.”                         

The campaign is now live and will be supported by additional digital activity throughout 2016.

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