UM and Reese’s Canada are blending confectionery and sneaker culture through a consumer giveaway created in collaboration with Canadian artist Inked Out Kicks to celebrate two new Reese’s Big Cup flavours. The campaign included a contest that awarded 10 winners custom-designed sneakers inspired by the limited-time strawberry and marshmallow SKUs.
The launch was supported by a digital-first media strategy led by UM, combining social ads, influencer partnerships, and sponsored content. The approach leans heavily into creator-led storytelling to reach younger millennials and Gen Z audiences where they are most active.
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