• by Fern Siegel , January 12, 2024

Reese's, the 95-year-old chocolate and peanut butter candy, has returned to the Super Bowl for the second time.

The 30-second spot, produced by Erich & Kallman, plays on the extreme passion fans have for rooting for their favorite teams, as well as their love for Reese’s Cups, which is owned by The Hershey Company.

Reese's told Agency Daily: "There’s no better space to share some irresistible news with our fans than during the biggest moment in sports and snacking."

The company has not shared any specifics about the ad.The last and only time Reese's brand aired an ad during the Big Game was in 2020 to announce Reese’s Take 5 bar.

Ryan Riess, vice president creative & brand strategy, The Hershey Company, added the candy's "fervent fan base" is "much like the fan bases of the two teams in the Big Game.”

There will also be various activities with strategic partners leading up to the Super Bowl.

Fans can follow the brand on TikTok, Instagram and Facebook.  

Erich & Kallman client roster includes Take 5, IRobot, Realtor.com and Disney+.