Reese’s is trying to turn sunsets into a daily reminder to snack on a Peanut Butter Cup.

The new campaign features a variety of people – commuters, office workers, even a guy getting a haircut – enraptured by a sky lit up by the sunset in a hue reminiscent of the chocolate’s own orange wrapper, leading them to all, as if by instinct, to raise up a package of Reese’s Peanut Butter Cups.

“With this campaign, we want to provide Canadians with comfort after a long day,” says Andie Doan, marketing manager for Hershey Canada. “Reese’s chocolate products have always been enjoyed as a comforting snack – even the sight of an orange wrapper elicits joy and reminds consumers of the mouth-watering combination of our iconic chocolate and peanut butter flavours.”

“It’s pretty clear that Reese’s chocolates are the perfect night-time snack,” claims Joseph Vernuccio, senior copywriter for FCB, the agency behind the latest campaign. “Sunsets are orange. Reese’s cups are orange. It was in front of our faces, literally.”

This is the first Peanut Butter Cup work FCB has done since the shop was named Hershey’s AOR in 2022.

This is not the first time the confectionery brand has showcased cult-like devotion to its product: Hershey has also run a campaign creating a “secret society,” using exclusivity and intrigue to generate attention, with work done by then-agency Anomaly.

According to Vernuccio, FCB wasn’t intentionally trying to follow in the footsteps of the prior work, but that the end-product does fit the bill, as Peanut Butter Cups have a cult-like appeal.

UM Canada handled a media buy that includes cinema, TV and social, with some in-store marketing set for the near future. Vernuccio tells strategy it pushed to get the work into movie theatres, as it has a lot of cinematic appeal, but much of the media mix is standard for how Hershey typically approaches its core target of millennials.

The campaign will extend to include additional consumer engagements throughout the summer, as sunsets become increasingly colourful.