Reese's steps up UK presence and takes #sorrynotsorry campaign to SW4 festival
Peanut butter and chocolate brand Reese’s is extending its current UK social media campaign with experiential activity this weekend at London's SW4 festival.
Reese's
As part of the #sorrynotsorry campaign the brand is working with brand activation agency Field Day to engage with Reese’s young target audience of ‘pleasure rebels’, who are people who are 'unapologetic about having fun'.
The festival activation – the first of its kind in the UK for Reese’s – has been devised to communicate the brand message that Reese’s is the perfect combination of chocolate and peanut butter, and reinforces the overarching theme of #sorrynotsorry, by not offering everyone a sample or prize.
The activation zone will feature sampling, inflatable slides, a chill out area and a VIP bar, where some festival goers will have the chance to win prizes and VIP access.
Reese’s branded tuk tuks will also be offering free lifts to the festival from nearby stations at Clapham North, Clapham South, Clapham Common and Clapham Junction. All festival-goers need to do is show that they’ve got a pack of Reese’s.
A social media competition is running to support the activity, asking fans to create and share videos that portray their own #sorrynotsorry moments in order to win tickets to SW4. YouTube vloggers Josh Pieters and twins Lucy and Lydia have also been enlisted to promote the competition through their social channels and will be attending the event to meet the winners.
Houssam Chehabeddine, EMEA general manager at The Hershey Company, said: “Our partnership with Field Day is based on the common vision we have for Reese’s potential in the UK. We’re confident that this campaign sharply reflects this vision and allows Reese’s to reach new heights in a very mature and competitive market.”