The Hershey Company celebrates I Love Reese’s Day with pop-up campaign and Moodie Davitt makeover
The confectionery company marking I Love Reese’s Day (18 May) with a high-visibility campaign across key international airports and a homepage makeover of The Moodie Davitt Report.
The Hershey Company World Travel Retail is celebrating I Love Reese’s Day (18 May) with a dynamic pop-up campaign alongside a homepage makeover of The Moodie Davitt Report and an elegant treatment of our mobile website. The campaign underscores Hershey’s commitment to amplifying the Reese’s brand in global travel retail through high-impact consumer and trade engagement.
Throughout May, Hershey is rolling out dedicated Reese’s gondolas at high-traffic locations, including Rio de Janeiro Galeão, São Paulo Guarulhos, New York John F. Kennedy and Toronto Pearson international airports.
The in-store units offer travellers complimentary samples of Reese’s Miniature Cups.
First established in 2010 after a grassroots petition garnered support from over 40,000 fans, I Love Reese’s Day has evolved into an annual celebration of the peanut butter and chocolate brand.
This year, Hershey is using the platform to spotlight the strength and versatility of its Reese’s portfolio, aiming to stimulate demand within travel retail. According to the company, the occasion aligns with broader market trends showing increased consumer affinity for the Reese’s brand and its peanut butter-based products.
The campaign showcases a diverse range of formats at the activations. Products include the flagship Reese’s 2Cup, as well as innovative formats such as Reese’s Dipped Pretzels, Reese’s Peanut Butter Cup Thins and the Reese’s Milk Chocolate Peanut Butter Giant Bar.
“I Love Reese’s Day is a testament to the passion and loyalty of our global fans,” commented The Hershey Company in the Middle East, Africa, and World Travel Retail General Manager Ahmad Nasser.
“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.” 
