Whether you like them soft and gooey fresh out of the box or chewy and a few days old, Peeps are an Easter-time essential. But what the 60-year-old brand discovered was that the sugary treat wasn’t just being eaten, but was also a staple in holiday arts and crafts.
In fact, 30 percent of the marshmallow treats are bought solely for crafting, according to AdWeek. The brand, owned by Just Born Inc., who are also the makers of Mike and Ike’s, Hot Tamales and Peanut Chews, decided to capitalize on their sales data and focus this Easter season’s campaign on the many possibilities of Peeps.[more]
The brand is launching its first TV commercial in over a decade, which will begin airing in mid-March. The spot, titled “Brothers” highlights all of the possibilites of Peeps, including Peeps in a blanket and hide and go Peeps. The campaign will extend beyond the Easter season and run throughout the year, which is also a first for the brand.
The brand is also committing to an improved social media strategy which will include at least one post per day to the brand’s Facebook. It has launched a campaign that asks, “How do you express your Peepsonality?” in an effort to engage moms and kids to get creative with Peeps-inspired crafts and recipes. The brand has also launched a revamped Web site.