We opted not to make a big thing out of April Fool’s Day in the Foodsphere this year. It’s not what it used to be in terms of participation by brands or retailers. But Hershey’s made one notable April Fool’s contribution…
Hershey’s has been teasing the release of a new, groundbreaking version of its world-beating Peanut Butter Cup candy bar treat. For April Fool’s day this year, it went a little further announcing a ‘new PB Cup themed’ PB&J Sandwich.
By and large, the social media commu-nity wasn’t taken in by the prank… But Hershey’s wasn’t too disappointed.
“As a brand, Reese’s likes to have fun. It’s confident in what it does but it has a good time,” Reese’s Senior Brand Man-ager Melissa Blette told Food & Wine. “We’ve never really pulled that lever [on April Fools’ Day] before, and knowing that National PB&J Day is on April 2, it was just so perfect.”
‘Dream’ now a reality
Reese’s did not leave fans completely high and dry after coming clean on it’s April 1 prank.
In fact, the fake Instagram ‘campaign’ coincided with the official release of the real product: Reese’s PB&J Big Cups, described as, “a layered treat that recreates the classic child-hood lunch. Two beloved PB&J flavors, Strawberry and Grape, are rolling out to retailers nationwide.”
“People love peanut butter and chocolate together, and sometimes it’s just about finding that extra element that enhances it,” Blette explained, exposing the new Big Cups’ newstalgia roots. “That’s what we were doing with this project.
My take
I was among the majority not taken in by the prank. But I was disappointed that the PB&J Cups ‘special sandwich’ was not a reality. But who’s to say you couldn’t make it one?
The thing is… Where are you going to get Chocolate Bread as pictured in the fake Instagram photo (above left) to bring that project to fruition?
~ Maggie J.