Our challenge was to introduce the first Peeps made for grown-ups. Fortunately, we had the perfect product: Peeps Delights, marshmallow chicks dipped in luxurious chocolate. With a treat indulgent enough for grown-ups but still fun enough for kids, we created a launch campaign that humorously depicts the drama this tension can ignite. Inspired by viral videos that feature parents eating their kids' Halloween candy, we flipped the script, showcasing what happens when kids eat their parents' Easter candy.
We amplified the campaign with GIFs and static social content. And just to playfully pour a little sugar in the parents' wounds, we posted handwritten notes featuring kids’ half-hearted apologies.