Bell Media and Hershey Canada Join Forces on Brand Partnership for REESE THE MOVIE: A MOVIE ABOUT REESE

TORONTO — June 4, 2019

– REESE THE MOVIE: A MOVIE ABOUT REESE begins streaming on Crave, June 9 –
– 12-minute sneak peek of the film to air during commercial breaks on Season 3 premiere of THE HANDMAID’S TALE on Bravo, June 9 –

TORONTO (June 4, 2019) – Bell Media and Hershey Canada have partnered to bring ASMR – Autonomous Sensory Meridian Response – to the masses. REESE THE MOVIE: A MOVIE ABOUT REESE will have its world streaming premiere on Crave on Sunday, June 9 marking the first time a movie produced/created by a brand will debut on the platform.

Additionally, on the first episode of THE HANDMAID’S TALE Season 3 double-episode premiere, Sunday, June 9 at 9 p.m. ET on Bravo, viewers will see a sneak peek of the film during each commercial break. This marks the first-ever commercial takeover of an entire program by one brand on Bravo.

“As ASMR rises to the mainstream and a growing number of brands use it to resonate with audiences, we’re excited to work with Hershey to bring this unique, interesting, and topical concept to Crave and Bravo,” said Alyson Walker, Vice President, Brand Partnerships and Client Strategy, Bell Media. “We think Crave subscribers who choose to watch the film will be thoroughly intrigued and looking for their next REESE Peanut Butter Cup afterwards!”

“THE HANDMAID’S TALE has a definite cult following, much like those who love REESE Peanut Butter Cups,” said Jackson Hitchon, Head of Marketing, Hershey Canada. “We know Canadians gather weekly to watch the show and that it becomes a ritual for the entire season. It drew a lot of parallels of the REESE Ritual uncovered through REESE The Movie: A Movie About REESE. For us, the pairing of REESE and the show is a match made in heaven.”

Other elements of the partnership include:

  • prominent editorial placement on Crave.ca and the Crave app alongside other new movie and television releases;
  • editorial segments on ETALK;
  • promotion on various Bell Media broadcast, digital, out of home, and social platforms, beginning June 9;
  • and promotion on Crave and Bravo social platforms including paid social amplification on Facebook and Instagram.

REESE THE MOVIE: A MOVIE ABOUT REESE brings together some of ASMR’s most popular stars – including Canadians ALB in Whisperland and Seafoam Kitten, and ASMR Darling, Gibi ASMR, and Matty Tingles – who bring the sensory experience of the “Reese Ritual” to life, from interacting and opening to the package, to unwrapping the cup, to indulging in the cup. The film is directed by Canadian Jamie Webster of Common Good, while Canadian cinematographer Andre Turpin brings 40 years of experience to the piece.

The movie was written and developed by Anomaly as part of the 2019 'Nothing Else is Reese' campaign, with UM handling the media partnerships.

About Crave:
Delivering more Emmy® Award-winning programming than any other service, Crave is Canada’s prestige entertainment offering, with HBO, SHOWTIME®, Starz, Hollywood-hit movies, a superior collection of kid’s movies and programs, and thousands of hours of acclaimed television series, specials, factual programming, and originals that can’t be found anywhere else. Crave is the exclusive home of HBO in Canada, delivering HBO’s current slate of signature dramatic and comedic programs, documentaries, films, and live specials, as well as titles from HBO’s extensive off-air library. Crave is also home to current SHOWTIME series and specials, and past SHOWTIME hits. Crave is available directly to all Canadians with access to the Internet at Crave.ca, via iOS and Android, and other platforms. It’s also available through participating television providers across six 24-hour High Definition linear and on demand channels. Crave is from Bell Media, Canada’s leading content company, providing Canada’s most-watched and most-acclaimed television programming on network, specialty, pay and digital platforms. Visit our website at Crave.ca

Contacts

Press Room
Contact

Nicolle Stranges

Manager, Publicity Streaming