Reese’s Peanut Butter Cups historically have been the #1 candy purchased for Halloween, and in 2022 the National Retail Federation estimated Halloween candy sales would hit more than $3 billion. Simultaneously, consumers continue to look for better-for-you candy options, with sugar reduction being a main purchase driver. As the maker of the first-ever organic Peanut Butter Cup Two-Pack, and with recent introductions of Super Dark Nut Butter Cups, Justin’s challenged SchroderHaus to build awareness of its better-for-you alternatives – less sugar and cleaner ingredients than the category leader. The goal? Drive incremental sales of Justin’s Nut Butter Cups during a typically slower season by focusing on an occasion with high penetration potential.
SchroderHaus developed an integrated “Treat Good” campaign that combined media relations, paid and organic influencer engagement that celebrated the versatility of Justin’s Nut Butter Cups for everything Halloween. Through creative mailers that would inspire the creation of Char-BOO-terie boards and a better indulgence for all ages, as well as paid influencer giveaways and proactive outreach to media, SchroderHaus was able to garner meaningful results that kept Justin’s top-of-mind for the spookiest of seasons.
