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As part of the sampling campaign, Blackjack brand ambassadors engage passengers in Hershey’s brand experience by distributing free samples of Reese’s products, including Reese’s Peanut Butter Cups, Reese’s Peanut Butter Cup Miniatures (in milk and white chocolate) and Reese’s Pieces Candies. The products are available to buy in travel-retail exclusive packs in the World Duty Free store.

According to The Hershey Company, product trial is valuable in engaging consumers with the Hershey brand and the company story. It also drives sales of the Reese’s brand by encouraging shoppers to try the products for themselves before they buy.

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This is the first time Hershey has been featured in London Heathrow, following its UK debut at Gatwick and is its first UK-agency staffed campaign.

Account manager luxury, confectionery, WDFG and airport retailers at Blackjack Promotions Kay Walker said: “We’re really excited for this campaign, particularly given that Hershey is so new into World Duty Free. This activity has already sweetened the experience for passengers visiting Heathrow and World Duty Free in T5 and we’re looking forward to further success in T3.

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“Reese’s is a unique product with the perfect combination of chocolate and peanut butter and the Hershey Company has a great story to tell. We hope this is the first of many more activities to come.”

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Hershey’s World Travel Team leader Europe Amy Wilson added: “Confection is the most impulsive category within travel-retail and snacking is a growing usage occasion. We are excited to be partnering with Blackjack and WDFG to have Hershey’s Reese’s brand in Heathrow to drive excitement in the confection category.”