Hershey Canada’s Reese’s Peanut Butter Cup is asking consumers how they feel about the smudge of chocolate and peanut butter left behind in the wrapper. Do they prefer their wrapper clean or sticky?  

The media campaign, led by UM, leveraged TV, OOH billboards, social media engagement through Director’s mix, Facebook polling, and TikTok’s new-to-market polling functionality to fuel the national debate. 

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