Ready, Set, Egg! Reese's and Cadbury Partner with Jasmine Roth to Kick Off a Fun New Easter Tradition

Rhea-AI Summary

Reese's and Cadbury are transforming the concept of 'egging' into a positive Easter tradition, partnering with HGTV star Jasmine Roth to encourage people to surprise friends and family with Easter treats and decorations. The initiative, launching March 26, 2025, aims to spread Easter cheer by leaving Reese's and Cadbury Eggs along with festive decorations at homes, workplaces, or classrooms.

The campaign features over 14 seasonal egg-shaped products from both brands. Melissa Blette, senior brand manager at Reese's, emphasizes their position as seasonal leaders in egg-shaped treats. The companies have launched a dedicated website at hersheyland.com/easter offering DIY ideas, printable signs, and tips for participating in this new tradition.

The initiative encourages participants to share their 'egging' experiences on social media using brand tags, with products available at retailers nationwide.

Positive

• Marketing initiative leveraging existing product line for increased seasonal sales
• Partnership with HGTV celebrity increases brand visibility
• Cross-brand collaboration between Reese's and Cadbury strengthens market presence
• Social media engagement strategy to amplify campaign reach

Negative

• None.

Get inspired by the DIY guru's "egging" ideas and start your own chocolate-fueled ritual!

HERSHEY, Pa., March 26, 2025 /PRNewswire/ -- Forget everything you thought you knew about "egging." This Easter, Reese's and Cadbury are flipping the script, turning an age-old prank into a revived tradition that's all about fun, surprises, and—of course—chocolate.

So, what's "egging" you ask? We're calling on candy lovers everywhere to spread Easter cheer ahead of the holiday by "egging" neighbors, friends and family with surprise festive treats, Easter decorations and—most importantly—Reese's and Cadbury Eggs. Whether it's a front porch, a work desk, or a classroom, no space is off-limits for a little Easter magic.

HGTV star and DIY expert Jasmine Roth is leading the charge, giving her own family's home the ultimate Easter glow-up filled with plenty of Reese's and Cadbury Eggs and fun seasonal décor. She's also sharing her tips and tricks so you can create your own egging masterpiece.

"Reese's and Cadbury eggs have long been an iconic symbol of the Easter season, and we wanted to give fans a way to definitively kickoff the season with a sweet twist," said Melissa Blette, senior brand manager, Reese's at The Hershey Company. "As the seasonal leaders in all things eggs, we're bringing fans inspiration from our partner, Jasmine Roth, and want to continue the egging chain with friends, coworkers and family for many Easters to come!"

Inspired by the Reese's and Cadbury eggs themselves, Jasmine brought in iconic Easter symbols and elements of the two brands like colors, textures and wrappers through shrubbery, wreaths, baskets and brightly colored eggs to make the scene come to life and create the sweetest kick off to Easter.

"There's something so fun about surprising your loved ones, and this tradition does exactly that," said Roth. "I loved decking out my family's house with Easter colors, egg-themed décor, and, of course, my favorite Reese's and Cadbury treats. It's such an easy way to bring joy to your friends, family, or even your neighbors. Who wouldn't want to come home to a sweet surprise?"

Ready to join in? Here's how to start your own egging tradition:

• Get your goodies – Stock up on Reese's and Cadbury Eggs, some colorful plastic eggs, and a few more fun decorations. Overall, Reese's and Cadbury have over 14 seasonal egg-shaped favorites to choose from.
• Pick your target – A friend, a neighbor, a coworker—anyone who could use a little Easter joy!
• Egg them! – Set up a surprise with candy, signs, and decorations. Don't forget to leave a "You've Been Egged!" sign to be passed along to the next egger!
• Share the fun – Post your egging adventures on social media and tag @reeses and @cadburyusa to keep the chain going.

Need a little inspiration? Visit www.hersheyland.com/easter for Jasmine-approved DIY ideas, printable signs, and tips to pull off the perfect egging. And if you're on the hunt for Reese's and Cadbury products, they're available at retailers nationwide now. So, let's make Easter sweeter together —one surprise at a time!

You can find out more about the Reese's and Cadbury brands on Instagram.  

About The Hershey Company 
The Hershey Company (NYSE: HSY) is an industry-leading snacks company with a purpose to make more moments of goodness through its iconic brands. With more than 20,000 remarkable employees worldwide, Hershey delivers delicious, high-quality products across approximately 70 countries, generating over $11.2 billion in annual revenues. The company's portfolio includes beloved chocolate and confectionery brands such as Hershey's, Reese's, Kisses, Kit Kat®, Jolly Rancher, Ice Breakers, Shaq-a-licious alongside popular salty snacks including SkinnyPop and Dot's Homestyle Pretzels.

For more than 130 years, Hershey has been committed to operating responsibly and supporting its people and communities. The candy and snack maker's founder, Milton Hershey, created Milton Hershey School in 1909, and since then, the company has focused on helping children succeed through access to education.

To learn more visit www.thehersheycompany.com.

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SOURCE The Hershey Company

FAQ

When does Reese's and Cadbury's new Easter 'egging' campaign launch in 2025?

The campaign launches on March 26, 2025, encouraging people to surprise others with Easter treats and decorations.

How many seasonal egg-shaped products are available from Reese's and Cadbury for Easter 2025?

The brands offer over 14 different seasonal egg-shaped products.

What is included in Reese's and Cadbury's new Easter 'egging' tradition?

The tradition involves surprising others with Reese's and Cadbury Eggs, Easter decorations, and leaving a 'You've Been Egged!' sign to continue the chain.

Where can consumers find DIY ideas and materials for the Reese's and Cadbury Easter campaign?

Consumers can visit hersheyland.com/easter for DIY ideas, printable signs, and tips from Jasmine Roth.