Reese’s Pieces

Giving customers a royal experience

The challenge

Reese’s Pieces wanted to take advantage of the happy mood around the time of the King’s Coronation and share in the collective joy.

The strategy

We created a Royal Carriage stand designed with Reese’s Pieces branding and royal imagery, and took it to key train stations across London. We recruited 4 separate teams, consisting of an event manager and 3 sampling actors, alongside other figures who would help manage the venue and help report on uptake.

Consumers were invited up to the stand where they could be ‘crowned’ by the engaging line-up manning the stand. They were also given a sample of Reese’s Pieces to enjoy after their crowning experience.

The results


samples handed out


expert teams recruited


consumer photos shared on social

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