• by Larissa Faw , January 20, 2016

Groundhog Day is a time when the nation comes together to watch an animal that is only accurate 39% of the time.

This year, Peeps and its agency Terri and Sandy are celebrating Groundhog Day with the #VotePeeps initiative to encourage fans to choose Groundhog Day and not Easter as the "True Sign of Spring." 

The concept plays off a real political campaign where the candidates -- Groundhog Day and Easter -- showcase their strengths and their competitor’s weaknesses with propaganda-style digital videos.

The four videos, which will appear in a media buy across social channels, as well as on the brand’s Facebook page and Web site, include statistics that booster the entertainment value of the debate.

For instance, in 129 years, the Groundhog has predicted an early spring just 17 times.

In addition to the videos, the campaign features digital display banners and social posts. All elements are meant to drive traffic to a page where consumers can chime in on the debate and cast their vote.

“Groundhog Day is a quirky holiday that fits perfectly with the personality of the Peeps brand,” says Noelle Porcoro, senior brand manager, Peeps. “By sparking a debate, we hope to give consumers a fun way to engage with the brand before Easter, thereby extending the season. It’s also an opportunity for Peeps to own a holiday that is a national phenomenon, which no other candy brand has capitalized on.”

Terri and Sandy have represented the Peeps brand for four years.