Hershey's Reese's is tapping into Halloween with "Reese's Trick-or-Treatiest Street in America," a multichannel campaign celebrating the country's top trick-or-treat destinations. The goal is to join the cultural conversation beyond the snack aisle.
Reese's surveyed 15,000 Americans and evaluated factors such as decorations, community participation and walkability to identify 150 of the best streets for trick-or-treating, which can be viewed on a microsite. The brand's first Halloween Council includes Christina Ricci and Kathy Najimy, stars of "The Addams Family" and "Hocus Pocus," plus creators Rachel Iwanyszyn, Zaire Alford and Macy Blackwell. They will assess the evidence in a two-part social content series, and the winning street will be announced Oct. 21.
The top street gets a block party in partnership with Zillow, complete with Reese's products and a decked-out trick-or-treat experience. A 60-second video explains the council, and new creative inspired by the "Everything Happens for a Reese's" platform shows the lengths fans go to for the candy. The work was created by MiltonOne, Publicis Groupe's Power of One solution for Hershey, and powered by Saatchi & Saatchi New York and PR agency MSL.
The National Retail Federation expects $13.5 billion of Halloween spending this year, with sweets the most popular purchase at $4.1 billion. Hershey reported second-quarter 2026 net sales up 6.6% to $2.7 billion, and net sales up 8.7% for the six months ended June 28. Reese's often plugs into culture, as when it ran an ad built in under 24 hours around a Taylor Swift album last August.
The structure is worth copying: turn survey and mapping data into content, build a series around a creator and celebrity panel, then close with an offline reward. A brand with a seasonal product can link research data to a microsite, a social series and a live event. For another episodic content example, see Bonobos Bets on Episodic Content With Jack Quaid’s ‘The Weekday Warrior Show’, and for sustained investment in a seasonal platform, see Modelo Makes Its Biggest College Football Bet Yet With an 18% Media Increase. To plan a seasonal campaign, explore our services.
A Halloween multichannel campaign that judges 150 US trick-or-treat streets and crowns one as the best. The winner is announced Oct. 21.
Christina Ricci, Kathy Najimy and creators Rachel Iwanyszyn, Zaire Alford and Macy Blackwell.
A block party in partnership with Zillow, with Reese's products and a decked-out trick-or-treat experience.
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