Hershey announces Super Bowl ad for Reese’s

The last and only time Reese's brand aired an ad during the Big Game was in 2020 to announce Reese's Take 5 bar. The #1 candy brand in the US will grace the nation’s screens during the biggest snacking moment of the year with a new 30-second spot commercial, produced by Erich & Kallman, which plays on the extreme passion fans have for both rooting for their favourite teams, as well as their passion for Reese's Cups. 

Hershey’s Reese's brand, is described as ‘a perfect combination of chocolate and peanut butter’, and for 95 years, Reese's has been treating fans to its irreplaceable and iconic peanut butter cups. The snacking juggernaut has experienced meteoric growth with a 9.1% CAGR over the past four years and can be found in over 80% of American households in the past three years.

"Reese's has a fervent fan base who are as emotionally invested in our iconic pairing of peanut butter and chocolate, much like the fan bases of the two teams in the Big Game," said Ryan Riess, vice president, creative & brand strategy, The Hershey Company. "We're excited for the biggest candy brand to return to the biggest stage after four years."

In addition to the new commercial, Reese's will also be giving fans more of what they want via a range of activities with strategic partners leading up to the game. US consumers are advised to ‘stay tuned to watch Reese's perfect perfection’.