Dive Brief:

• Peeps marshmallow candies are returning for Easter with a campaign aimed at engaging consumers across digital media platforms. Just Born Quality Confections is asking fans of Peeps Chicks and Bunnies to share their "Peepsonality" with digital content, a mobile game takeover and limited-edition merchandise, per an announcement.
• Peeps this week started livestreaming its first virtual DIY series to show people how to use its marshmallow candies in recipes. Viewers can see the brand's "Peepsonality Live!" at its Instagram account every Tuesday at 6:30 p.m. ET for demonstrations by a variety of foodie influencers. The series will be saved to the brand's IGTV and YouTube channels. Peeps also teamed with cereal maker Kellogg to showcase a recipe for multicolored Rice Krispies treats made with its marshmallow candies.
• The campaign also includes several brand partnerships. Peeps will take over mobile game Funko Pop! Blitz from April 1-8. For people who want to perk up their video calls, Peeps created a set of virtual backgrounds to download from its activities web page. Plus, Peeps and shoemaker Crocs also brought back their clogs for kids, available to buy online.

Dive Insight:

Just Born Quality Confections aims to make a big splash for Easter after suspending production of its Peeps candy for Halloween, Christmas and Valentine's Day to protect factory workers during the pandemic. Instead, the company wanted to focus on gearing up for "overwhelming demand" for Peeps during Easter while producing its other candies, which include Mike and Ike, Hot Tamales and Goldenberg's Peanut Chews, per a separate announcement.

Peeps can reach younger consumers with its "Peepsonality Live!" series on Instagram, especially as they spend more time using social media to stay connected during the pandemic, while urging people to integrate its branding with their video calls by using its virtual backgrounds. The branded takeover of Funko Pop! Blitz comes as consumers spend more time playing mobile games to keep themselves entertained during lockdowns. The mobile gaming market was forecast to grow 13% to $77.2 billion last year, according to researcher Newzoo. Peeps can participate in that activity, while extending exposure to its brand.

The Peeps campaign for Easter comes as millions of U.S. consumers shop for the occasion, which typically brings a surge in candy sales. Eighty-seven percent of people who celebrate Easter said they enjoy Easter-themed chocolate and candy, the National Confectioners Association (NCA) found in a survey. In addition, 85% of Americans who make Easter baskets include chocolate and candy in their baskets, the study found.

"Throughout the past year, Americans have looked to chocolate and candy at the holiday for a small sense of normalcy in a challenging time," John Downs, president and CEO of the NCA, said in a statement. "Most consumers believe that physical wellness and emotional well-being are connected, and that enjoying the occasional treat can bring some comfort during the pandemic — especially at holidays like Easter."