May 18, 2026
On May 18, we’re rolling out the orange carpet for one of our favorite holidays: I Love Reese’s Day.
For 16 years, this global celebration has given us an occasion to raise our peanut butter cups and marvel at our favorite combination of flavors, which manages to be better than the sum of its parts.
In the U.S., Reese’s is a longstanding tradition, and a beloved addition to holidays, road trips, movie viewings and everyday snacking. In other countries, people are just beginning to discover how delicious chocolate and peanut butter can be.
Wherever you are in your Reese’s journey, we hope you’re able to take part in the festivities. Because, as they say, everything happens for a Reese’s.
What is I Love Reese’s Day?
This most delicious holiday dates back to 2010, when some 40,000 fans signed a petition to designate a day of celebration for the beloved peanut butter cup. The Hershey Company chose May 18 because it sits between National Peanut Butter Lovers Day (March 1) and World Chocolate Day (July 7).
How are people celebrating I Love Reese’s Day?
Around the world, the love for Reese’s takes different shapes. Here’s a look at what’s happening:
Mexico
Celebrations south of the U.S. border are hard to miss. The Reese’s bus made appearances in Mexico City, complete with its larger-than-life passenger: an elephant, tied to Reese’s latest pachyderm-themed ad campaign. The bus toured riders around town, handing out treats as a DJ spun tunes. Elsewhere, an elephant-themed Reese’s truck roamed shopping malls in Mexico City, Guadalajara and Monterrey, handing out samples, while an elephant-shaped hot air balloon hovered over Mexico City.
Canada
Moviegoers were invited to a screening of E.T. to honor the star power of Reese’s Pieces, a.k.a. E.T.’s favorite candy. Before enjoying the classic 1982 film, VIP attendees paid a visit to a snack station, where they could make mix popcorn with Reese’s and enjoy a Reese’s espresso martini. A photo booth with themed Reese’s backdrops was on-site to capture the moment.
In addition, through May 18 the Reese’s brand is hosting a takeover of a lucky Toronto Circle K at 381 Mt Pleasant Road, transforming the everyday convenience store into a fully decked-out chocolate shop, complete with bold and shareable moments that make it a must-visit destination.
Australia
In Australia, Reese’s will take center stage on MasterChef, one of the country’s most talked-about TV programs. During the “Immunity Challenge,” contestants will go head-to-head to create the ultimate pairing of peanut butter and chocolate in a dessert (Reese’s is a proud sponsor of the show). Plus, on social, Reese’s is bringing together macro influencer and TikTok Creator of the Year nominee Jiny Maeng and MasterChef fan-favorite Reece Hignell to showcase creative ways to enjoy Reese’s.
How are global audiences responding to Reese’s?
We like to say Reese’s is a bold, insurgent brand because of its enormous potential. Today’s consumer has more of a global focus than ever before, as digital and social give us a common language. Often, people who’ve never tried Reese’s are familiar with the brand and they’re open to experimenting. In markets like Mexico and the United Kingdom, Reese’s now has over 90% brand awareness, driven by its daring, unmistakable color and character, and it’s become the fastest growing brands in chocolate in both markets. Even still, we know that household penetration remains low, and that signals an opportunity to grow even more by positioning peanut butter and chocolate as a go-to treat.
And we’re just getting started. In 2026 alone, we have over 6 million planned trials globally. Trial plays an essential role in boosting brand growth by introducing new consumers to Reese’s and creating opportunities for repeat engagement. We know that once someone tries the product, they’re more than 60% likely to buy it. In other words, we’ve seen the future, and it’s orange.
How can people everywhere celebrate I Love Reese’s Day?
In 1928, H.B. Reese, an employee of the Hershey Company, created Reese’s Peanut Butter Cups. Since then, the Reese’s brand has expanded to include shapes, bars, minis and just about every other form imaginable, with more than 100 different types represented, and new versions still being dreamed up.
I Love Reese’s Day is a time to be bold and unapologetic, to challenge yourself to try new things and, of course, to savor a Reese’s in whichever form you choose.
Want to try Reese’s in a whole new way? We’ve got ideas! Visit Hersheyland and check out our recipes for Reese’s Peanut Butter Cup Cookies, Reese’s Pieces Cup Cookies, Reese’s Peanut Butter Cup Crumble Cupcakes, Reese’s Peanut Butter Marshmallow Cookies and more!