Trends & Insights

Not What You Eggs-pected: REESE’S Celebrates April Fools Early

Eric Bowers
Reese's Brand Manager

All pranks should be this good…

Not what were you egg-specting? This year Easter and April Fool’s Day fall on the same day – April 1st.  This coincidence was too good to be true and the Reese’s brand couldn’t resist taking advantage of the opportunity.

We decided to celebrate a little early and conduct a fun social experiment with about 100 unsuspecting grocery store shoppers. The team took over the egg aisle at the ShopRite in Northvale, NJ, swapped out regular eggs with Reese’s Peanut Butter Crème Eggs, and set up hidden cameras to capture reactions of shoppers as they realized the egg cartons weren’t “eggs-actly” what they seemed. Take a look at what happened. 


Whether they were happy, surprised, amused, or confused, the reactions from customers were priceless. Check out some of the media coverage when reporters caught wind of our joke: 

Seems like we aren't the only ones having fun with the timing of Easter and April Fools. 

Reese’s is synonymous with Easter, and as a devilishly charming brand, we love a good April Fool’s joke, so what better way for us to celebrate?