Reese’s is turning neighborhood Halloween bragging rights into a national competition. The Hershey-owned brand has launched a search for the “Reese’s Trick-or-Treatiest Street in America,” recruiting Christina Ricci, Kathy Najimy and a trio of creators to help decide which block goes hardest for Halloween.
The campaign is built around the idea that certain streets become destinations in their own right every October — the ones where nearly every house participates, decorations go over the top and trick-or-treating becomes more of an event than a quick candy run.
“The idea came from consumers’ evolving rituals and traditions,” said Samantha Siegal, senior director of marketing for Reese’s. “Every neighborhood has that legendary street.”
Reese’s says 41% of consumers believe the ideal Halloween block is one where everyone participates, while 39% point to streets packed with trick-or-treaters. The brand has already identified 150 contenders nationwide, including Jackman Avenue in Fairfield, Connecticut; West 69th Street in New York City; and Westport Drive in Anchorage, Alaska.
To narrow things down, Reese’s has created its first Halloween Council. Ricci and Najimy are joined by creators Rachel Iwanyszyn, Zaire Alford, and Macy Blackwell, who will review the data, debate the finalists, and ultimately crown the winning street. Watch below:
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The casting gives the idea an obvious seasonal boost. Ricci has long been associated with darker, gothic roles, while Najimy has her own place in Halloween pop culture through Hocus Pocus.
“With Halloween falling on a Saturday this year, it created an opportunity to build a season-long platform that extends beyond the brand and shines a spotlight on the people and communities that make Halloween so magical,” Siegal said.
The winning street will be announced Oct. 21 and will receive a Reese’s-fueled block party in partnership with Zillow, stocked with seasonal candy including Reese’s Pumpkins and Peanut Butter Cups, along with what the brand promises will be an “epic trick-or-treating experience.”
Fans can follow the competition through Hershey and Reese’s social channels.
For Reese’s, the bigger play is turning a familiar Halloween truth into a branded ritual: every town has that one street.
Now the brand wants to decide which one rules them all.
