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Hershey sends snacks via ‘Outrageous’ drones to promote new bar

September 21, 2020

Image courtesy of CNW Group and Hershey's Canada Inc.

Working from home has become the new normal for many people this year, but recent Statistics Canada data shows that less than 40 per cent of Canadians have a job that can be plausibly carried out from home. Reese’s decided to bring snacks to those with and without a snack cupboard.

Working with its agency partner Mosaic, the Hershey brand created “The Outrageous Flying Snack Cupboard”—a replica of the snack cupboard found in homes all across Canada, except this one stuffed with Reese treats. The cupboard was then flown via a giant drone to three outrageously inconvenienced Canadians working outside their house: A construction worker, a lifeguard and real estate agent.

“At Reese, we’re all about bringing people to their happy place,” said Azim Akhtar, marketing manager at Reese in a press release. “And with the challenge of promoting a new chocolate bar in the middle of a pandemic, we knew we had to do more than just make another ad—we wanted to do something that was truly culturally relevant.

When we thought about the reality of today’s world where many of us are working from home, we realized one of the benefits is having unlimited access to snacks and treats. But that got us thinking about the people who haven’t been able to work from home. With The Outrageous Flying Snack Cupboard, we combined a classic kitchen snack cupboard with the latest drone technology to surprise workers on location and bring their happy place to them, wherever they are. It’s a memorable act of kindness that’s as outrageous as the bar itself.”


It was the first-of-its-kind promotion for Reese’s new chocolate creation, which combines Reese’s Pieces, chocolate, peanut butter and caramel to create a mouth-watering combination.

“When Hershey came to us with this amazing opportunity, we were really excited about the chance to produce something as outrageous as the bar itself,” says Dave Thornhill, creative director at Mosaic North America. “So, we wanted to create something authentic—an act instead of an ad—that would be relevant in the unique cultural context we’re living in right now.”

The stunt component is being supported by a media buy from UM Canada that includes Facebook and Instagram, complemented by partnerships with publishers catering to the core A18-34 audience.