• by Fern Siegel , Yesterday

Just Born, the family-owned candy maker behind Mike and Ike, Peeps, Hot Tamales and Goldenberg's Peanut Chews, selected Curiosity as its AOR.

The business was awarded after a national review.

Curiosity will lead creative, strategy,  media, analytics and social media for all four brands. First out of the gate in Q1 2026 will be big brand work for Mike and Ike, then Peeps — and the rest to follow.

The partnership is a key marker for the candy manufacturer. It shifts Just Born's multiple agency relationships across each individual brand to a single, unified effort.

“Few brands have the cultural footprint of Mike and Ike or Peeps,” said Meenakshi Trehan, Chief Growth Officer at Just Born. “Curiosity instantly saw how these brands live in people’s memories and in pop culture. Their strategic thinking, creativity and genuine passion made it clear they were the right partner to help us honor our past while keeping our brands fresh, relevant and inspiring.”

For Curiosity, the win adds to the agency's candy cred, having previously done work for Perfetti Van Melle and Crazy Candy. 

“The Just Born family of brands doesn’t just make candy, they make memories,” added Ashley Walters, Curiosity CMO. “They’re a time machine, a playground, a sweet reminder of childhood. Our job isn’t to just sell candy. We’re selling culture, emotion, and an unmistakable vibe that makes people smile.” 

Just Born is a third-generation, family-owned candy manufacturer. Founded in 1923 by Sam Born in Brooklyn, Just Born got its name from the sign he used to promote the freshness of his daily-made candy: “Just Born.”

Additional Curiosity client work includes Procter & Gamble, General Mills, Stop & Shop and Holland America Line.