Hershey Co. has selected Saatchi & Saatchi as the new creative agency for Reese’s, which was a decision that followed a closed review process in which Saatchi & Saatchi competed against two other Publicis Groupe agencies: Fallon and Leo, according to people familiar with the process.
A Hershey spokesperson confirmed the appointment, noting that the company is assembling a dedicated, custom-built team for Reese’s within Publicis, with MSL overseeing public relations. The move further expands Publicis’ role with the brand, building on MiltonONE, the bespoke team launched in July 2024 to handle Hershey’s U.S. media operations.
According to AdAge, the spokesperson did not disclose specifics of the review, but three sources familiar with the process said the holding company put forward a shortlist of agencies for Hershey’s consideration. Publicis also proposed what two people described as a creative “credit” that Hershey could apply toward future work.
Both Hershey and Publicis Creative declined to comment on the proposed credit.
The moves signal a broader shift in Hershey’s marketing strategy following the April appointment of former PepsiCo executive Stacy Taffet as chief growth officer, a role that oversees the company’s expanding snacks portfolio, including Hershey’s, Reese’s, Jolly Rancher and Dot’s Homestyle Pretzels. The leadership transition continued in August, when Kirk Tanner was named president and CEO.
Until now, Reese’s had largely operated without a dedicated agency of record, working with a rotating roster of partners on a project-by-project basis. That approach included a two-year run of Super Bowl spots produced by independent shop Erich & Kallman. The brand returned to the Big Game in 2024 after a four-year absence to promote its Big Caramel Cups, followed by a 2025 appearance highlighting Chocolate Lava Big Cups, however Reese’s is not expected to advertise during next year’s Super Bowl.
The shift comes as Hershey continues to post solid financial results, reporting approximately $3.18 billion in third-quarter revenue, a 6.2% increase year over year. Reese’s also recorded strong momentum, with volume sales rising 7%.
