As part of a new digital campaign, Peeps candy is out to prove that its marshmallows are more than just a sign that Easter is coming. Instead, Peeps are hoping to prove that the arrival of its products in-store signify the arrival of the entire spring season.
The campaign appeals specifically to young Millennial mothers with political-themed messaging. The marketing stunt introduces Peeps as a political candidate that's out to replace the Groundhog as the most telltale sign of spring. In order to determine the truest representative, audiences are encouraged to go online and vote.
With the 2016 presidential election upcoming, many brands are choosing to give their marketing content a political theme. Comparable examples to take note of include Jetblue's 'Reach Across the Aisle' and 'The Bud Light Party' Super Bowl 50 commercial.