Peeps are traditionally seen as a major holiday candy, particularly around Easter, but the new bite-sized Peeps Minis are designed to be more of an everyday treat. Therefore, Peeps' parent company Just Born Candy and AOR The Terri & Sandy Solution are launching the "Every Day Is A Holiday" campaign to encourage people to enjoy Peeps on lesser-known holidays.
“The campaign is based on the premise that ‘Every Day Is A Holiday.’ And it really is," says Sandy Greenberg, co-founder of The Terri & Sandy Solution, which has been Just Born’s creative AOR for two years. "March 31st is Bunsen Burner Day. August 18th is Bad Poetry Day. September 22nd? Elephant Appreciation Day. A unique holiday can be found for all 365 days of the year."
Similar to Google's doodles, every day a new Peeps illustration will appear on its Web site and social media pages to reflect the intended holiday. For instance, one Peeps is shown as a green waffle to honor National Waffle Iron Day on June 29. For National Iced Tea Day on June 10, a Peeps silhouette was outlined in the straw.
The campaign includes TV, digital, social media, events, and in-store activation. Social media efforts launch June 23. TV debuts on July 21 with six 15-second TV spots that will highlight quirky holidays including "Lucky Penny Day,” “Static Electricity Day,” “Clean off Your Desk Day,” and “Take Your Pants for a Walk Day.” Each of these spots shows a ”holiday enthusiast” embracing their favorite off-beat holiday and celebrating it with Peeps Minis.
In addition, the campaign will introduce a branded 365-day Peeps Mini holiday calendar with each day revealing a new unique holiday. This page-a-day calendar will be sold through the Peeps & Company store later this year.
The Terri & Sandy Solution has been the AOR for Just Born Candy for two years.