In an effort to reach millennial moms, Just Born Quality Confections released a Peeps commercial that uses humor to get consumers buying the marshmallow chicks earlier in the year. Released just ahead of Groundhog day, the campaign uses a touch of nostalgia to associate Peep with the spring season.
The Peeps commercial pits the colorful marshmallow chicks against groundhogs in a battle to see which will be dubbed "the true sign of spring." The message behind the ad is to show that Peeps aren't just for Easter, but rather a perfect treat for the spring season. The company created a total of four such ads; all of which aired across social media channels.
Many millennial moms grew up eating Peeps around Easter, thus the campaign's attempt to draw an association between the candy and the spring season delivers just the right amount of nostalgia. This touch of nostalgia combined with humor is designed to appeal to social media-savvy moms familiar with the viral memes and videos featuring the colorful marshmallow candies.