A gaggle of 20 Santas hopped and shimmied their way across New York City on Dec. 5 as part of a strategy to let consumers know that Peeps, the yummy, yellow marshmallow candy chicks most often associated with Easter, are available in Christmas varieties. The Santa Hop was part of an integrated marketing campaign to bridge the two holidays and bring to life Peeps’ humorous 30-second tv ad, which portrays Santa hopping like the Easter bunny while inserting Peeps into Christmas stockings hung by a fireplace.
“Peeps has been available at almost every major holiday for years, but our consumers frankly don’t really know us outside of Easter,” Mark Hoffman, senior brand manager Peeps, told Buzz. “This was an engaging way to have a lot of fun through the Santa Hop and engage consumers with the brand.”
The Santas began the day by mingling with the crowds outside of the studios of “Good Morning America” and the “Today” show, then set off for Times Square and Radio City Music Hall where, channeling their “inner Easter bunny,” they danced to the “Bunny Hop” and distributed Peeps’ Candy Cane Chicks dipped in chocolate. The effort culminated at FAO Schwarz where the Santas entertained shoppers in the confectionary section of the famous toy store. Onlookers who took photos could upload them to the #peepsonality social site. Agencies: Marketing Werks, Chicago; The Terri and Sandy Solution, New York City; Coyne PR, Parsippany, NJ.