• by Larissa Faw , February 28, 2017

Easter is the biggest holiday for the iconic marshmallow brand Peeps, accounting for 70% of all Peeps sales, according to parent company Just Born Quality Confections.

Now, Just Born and its agency Terri and Sandi are introducing the Peeps Delights campaign to promote a new line of higher-quality candies with lemon, chocolate mousse, strawberry and coconut flavors.

Peeps Filled Delights are fudge- and chocolate-dipped chicks filled with chocolate and caramel. These treats join an expanded lineup that include more than 35 different varieties.

The campaign's creative riffs on childhood meltdowns to deliver a message that these Peeps are perfect for adults.

“I’m not sure the words ‘decadent’ and ‘Peeps’ have ever been used in the same sentence," says Sandy Greenberg, Co-Founder/CEO, T&S. "What?? We couldn’t take ourselves too seriously. So we decided to take the tantrums and tears that every parent is familiar with and use them to deliver our message in a very funny, Peeps-like way.”

The “Crying Shame” campaign shows home videos of real-life moments in which kids announce they’ve devoured their parents’ Peeps Delights. Moms and dads break out in hysteria and “toddler-style” tantrums, slamming doors, throwing pillows and screaming lines usually reserved for kids: “This is the worst Easter ever!”

Each video ends with the message: “Easter without Peeps Delights is a crying shame.”

The campaign includes a series of Web videos, GIFS, and static social content that showcases mock letters written by kids apologizing for eating their parents’ treats with the message, "Dear Mom, Dad made me write this to say sorry I ate your Peeps Delights, but I'm not sorry.”

The digital and social campaign debuts on March 6 and runs on Facebook, Instagram and the Food Network’s digital channel. T&S have been Just Born's AOR for five years.