PEEPS® set out to make the 2025 Easter season its best and most successful one yet by dominating the longer season. While the marshmallow brand is iconic, it needed to continue to elevate its content in order to stand out in a crowded market. We were tasked to create a campaign on a limited budget that would generate awareness around new products, varieties, and partnerships, while driving interest and impressions. This campaign would need to emphasize the joy and nostalgia of PEEPS®, focus on moments of connection, and deepen the emotional relationship with followers by creating PEEPS® brand advocates. We wanted to inspire followers to create their own memories with PEEPS® during the season with the ones they love.
How did we accomplish this? By creating the PEEPS® For All Generations Campaign.
One thing is for sure: It doesn’t matter what decade you were born – PEEPS® has been there for you. From Grandmas to Gen Zs, all generations love PEEPS®. We created the PEEPS® For All Generations Campaign around this sentiment to bring generations together and create little moments and memories that can last for a lifetime. Did we mention we only had a month to create it and get it up and running?
We ran a four-week campaign that featured TikTok Videos, Instagram Reels/Photos, Facebook Videos/Photos, and an Influencer Campaign that embraced the trend of grandma influencers and promoted that PEEPS® are for everyone no matter what age. We also created a custom PEEPS® box that was filled with new products, varieties, and an exclusive PEEPS® bomber jacket that we designed for the campaign.
We worked with a variety of influencers from different generations who created content around how much they love PEEPS®, getting followers excited for new products, varieties, and the Easter season. These influencers were Our Filipino Grandma, Fara Wilson, Emma Grace, Our Peachy Home, and Sabrina Burke. Sabrina and Emma are a mother/daughter duo who created content with Sabrina's own mom, showcasing THREE generations of women who love each other and love PEEPS®. Influencer content centered around sharing childhood memories, sweet traditions, filling up candy jars, and making new memories while enjoying the perfect Easter treat. Influencers were also gifted custom branded jackets which fans loved (and gives us great opportunity to surprise and delight followers with in the future).
We also supported this campaign with repurposed influencer and original owned content on the PEEPS® social channels throughout the four weeks. This in-house content included Mamaw trying PEEPS® varieties for the first time with her granddaughter, a mother and son reflecting on Easter tradition, a groovy bunny mascot taking you through the decades, and a call to action for followers to tell us who passed down their love for PEEPS® to them. A few keys to creating this content:
Ultimately, our content and partnerships illustrated that PEEPS® are fun for any and every age and should be enjoyed with loved ones not only during the Easter season, but year-round. We're in the business of creating memories.
Built for efficiency, the PEEPS® For All Generations campaign delivered one of the lowest CPMs of the year while producing massive reach and video engagement.
Influencer:
Owned:
More importantly, the campaign authentically represented multiple generations in a way that deeply resonated with fans, prompting an outpouring of comments sharing personal PEEPS® memories with grandparents, parents, and loved ones. By incorporating a carousel featuring real audience responses from Instagram Stories, the campaign reflected fans back to themselves which drove stronger emotional connections, increased interactions, and more meaningful conversations across PEEPS® social channels.
The campaign reinforced the emotional bond between generations whether Mamaw and granddaughter, parent and child, or entire families while successfully boosting awareness of new PEEPS® varieties and building excitement for the Easter season. By centering nostalgia, togetherness, and joy, the content strengthened brand affinity and delivered on PEEPS®’ core promise: creating shared moments and memories that span generations.
