
Fall just got a new anthem, and it’s sweet. BRACH’S, the maker of America’s #1 Candy Corn, has launched a playful campaign that positions its iconic treat as the unofficial ambassador of autumn. The new rallying cry: “It’s Candy Corn Season.”
Partnering with Rethink New York, the campaign leans into the fact that every season has its quirks and rituals, from groundhogs to summer Fridays, but fall has never had a unifying symbol outside of Halloween. BRACH’S aims to change that with Candy Corn, a seasonal staple whose name, colors, and nostalgic presence make it synonymous with the season.
The centerpiece of the campaign is a 15-second spot titled “Fall-to-the-Wall.” In it, a single bite of Candy Corn transforms a bland living room into a full autumn wonderland, complete with falling leaves, steaming mugs, cozy sweaters, and even the neighbor who insists on firing up his leaf blower way too early. The film closes with a confident declaration: “It’s Candy Corn Season.” Watch the madness below:
“This is the true marker of the fall season, and we bring that to life in a bolder way with the new campaign,” said Matt Escalante, Vice President, BRACH’S and Seasonal, Ferrara. “We think this new spot really captures why our consumers fall in love with BRACH’s Candy Corn.”
Rethink’s Chief Creative Officer Tara Lawall added, “People get very passionate about Candy Corn. For those who love it, as soon as it hits shelves, it’s officially Fall. We want to own that feeling for BRACH’S and celebrate just how hard people go for Fall.”
The work marks Rethink New York’s first campaign since being named agency of record for BRACH’S Seasonal portfolio and SweeTARTS earlier this year, signaling a bold new chapter for the Ferrara brand.
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