REESE’S Canada
REESE’S caught the eyes (and tastebuds) of food lovers with a fun, collage ads campaign that lifted brand favourability among Gen Z shoppers.
Goal
REESE’S set out to raise awareness among Canadian audiences aged 18–65. With Easter as a key moment on the marketing calendar, the brand aimed to do something a little different—creating an innovative, eye-catching campaign to showcase REESE’S products leading up to the holiday.
Pinterest proved to be the perfect match. As a go-to destination for seasonal inspiration, recipe planning and culinary ideas, it offered the ideal environment for REESE’S to show up in contextually relevant, playful ways. And with a suite of engaging formats built for visual storytelling, Pinterest gave the brand a creative playground to capture attention and make a lasting impression.
Strategy
To bring their vision to life, REESE’S partnered with creative agency OLS to develop bespoke assets crafted with Pinterest’s creative best practices in mind. Together, they produced bold, engaging content designed to celebrate both brand equity and Easter moments—putting the delicious charm of REESE’S Peanut Butter Cups and REESE’S Minis front and centre.
At the heart of the eight-week campaign were Pinterest’s immersive ad formats, including Collage ads—an alpha product that REESE’S was among the first to test in Canada. This visually rich, interactive format allowed shoppers to explore a curated mix of products, each one clickable to learn more or purchase, making discovery feel personal and fun.
While Collage ads ran for just four weeks of the campaign, their timing was strategically aligned with the lead-up to Easter. REESE’S also deployed a full-funnel mix of formats, including Quiz ads, Static images, Video, and a Premiere Spotlight placement.
Pinterest’s media optimization tools helped ensure the highest-performing assets were served at just the right moments, delivering maximum efficiency. Broad targeting across all formats also helped extend reach and engage audiences across the 18–65 age range.
“
As one of the first to test Pinterest’s Collage format, we saw an exciting opportunity. Plus, the platform’s wide variety of ad formats meant we could build a full-funnel campaign that felt fresh, fun and distinctly REESE’S—and the results speak for themselves.”
Cerella Zhao
Marketing Manager, Hershey’s Canada
53%
impressions came from Gen Z1
1.1x
higher in brand favourability with Collages2
13%
lower CPM than the rest of the awareness campaign1
Results
The campaign was a huge hit with Pinterest shoppers, particularly Gen Z (ages 18-24), who accounted for over half of total impressions and delivered the most cost-efficient results.1
REESE’S early test of Pinterest’s Collage ad format paid off. The alpha product drove a 1.2x lift in Pin awareness and 1.1x higher brand favourability2—proving just how well this format resonated with audiences. What’s more, Collages delivered a 13% lower CPM than the rest of the equity and Easter awareness campaign running alongside them,1 making them as efficient as they were impactful.
By embracing Pinterest’s diverse and engaging ad solutions, Hershey’s Reese’s achieved sweet success across the funnel to support brand equity as well as key seasonal moments.
OK, who’s hungry for some REESE’S now?
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Please note that Pinterest's Advertising Guidelines prohibit targeting of any audience based on race, ethnicity, religious beliefs and sexual orientation, among other things.