Forget Iowa and New Hampshire, if you are a fan of PEEPS, it’s time to vote.
PEEPS® brand of Just Born Quality Confections, announces the first candy campaign designed around the holiday known as Groundhog Day. The campaign, “#VotePEEPS”, runs through February 2nd, Groundhog Day. The advertising effort places the PEEPS® Chick, the traditional Easter candy, in the running to unseed the Groundhog as the “True Sign of Spring,” by asking consumers to #VotePEEPS.
Like a real political campaign, each candidate showcases their strengths and their competitor’s weaknesses with propaganda-style digital videos. The four videos, which will appear in a media buy across social channels, as well as on the brand’s Facebook page and website, include hilarious statistics that booster the entertainment value of the debate.
The Groundhog has accumulated over 1 millions hours of hibernation.
The Groundhog’s predictions are only accurate 39% of the time.
In 129 years the Groundhog has predicted an early Spring just 17 times.
In addition to the videos, the campaign features digital display banners and social posts. All elements drive to a page where consumers can chime in on the debate and cast their vote.
“Groundhog Day is a quirky holiday that fits perfectly with the personality of the PEEPS® brand,” says Noelle Porcoro, PEEPS® Senior Brand Manager. “By sparking a debate, we hope to give consumers a fun way to engage with the brand before Easter, thereby extending the season. It’s also an opportunity for PEEPS® to own a holiday that is a national phenomenon, which no other candy brand has capitalized on.”
Let’s face it the Groundhogs are usually wrong on Groundhog Day, so maybe it’s time to turn to PEEPS! Find out more by watching this video.
“Every year the country is captivated by whether or not the Groundhog will see his shadow and forecast an early or late arrival of Spring” says Terri Meyer, Co-Founder of Terri and Sandy. “Yet the Groundhog is only right a measly 39% of the time. We realized there was an incredible opportunity to humorously position the PEEPS® Chick, the colorful candy that always signals the beginning of spring, against the Groundhog, and try to take his title.”