Hershey Canada secured another 3-year partnership with the NBA from 2024 to 2026, and was looking for a fresh campaign that could both sell candy and create buzz. Focusing on Reese’s – our goal was to unite Reese’s and the NBA through comfort.

the idea: Unwrap 4th Quarter Comfort
Reese’s brings comfort to the most uncomfortable part of the game: the 4th quarter.

This omni-channel brand platform allows us to drive conversion by creating a new behavior and consumption occasion while connecting with NBA fans by owning a piece of the game. After 3 quarters of salty snacks, we’ll sweeten up the most intense moments of the game with a 4th quarter treat – Reese’s.

At retail, we invited shoppers to enter for a chance to win comfort-inspired prizes and experiences.

my role: associate creative director