Case Study

Reese's Pieces Peanut - Extraterrestrial Sampling Program

Thanks to Steven Spielberg’s classic film, Reese’s Pieces are known around the world as the favourite candy of E.T., the Extraterrestrial. Nearly 40 years later, the brand was finally introducing a new edition: Reese’s Pieces Peanut. If anyone needed to hear about it, it was E.T..

Instead of launching our product with a campaign aimed at humans, we reached beyond the stars with an intergalactic campaign designed to get E.T. (and any other intelligent life that may be listening) to phone home and try a free sample of their new favourite candy.


Silver ~ 2020 Media Innovation Awards ~ Experiential

Bronze ~ 2019 Strategy Awards ~ Launch Strategy

Bronze ~ 2019 Media Innovation Awards ~ Best Use of Media ~
Best in Experiential/Special Event/Stunts ~ Budget Over $100,000

Bronze ~ 2019 Canadian Marketing Awards ~ Food & Beverage ~
Innovative Media

Silver ~ 2020 Festival of Media Global Awards ~
Best Launch or Relaunch Campaign

Jason is an ACD art director that joined Rethink Toronto in 2021 after stints at Anomaly and TAXI.

In tandem with his writing partner Marko Pandza, Jason has been recognized at all major award shows (merits count, right?) His work has hit #1 on Reddit as well as being featured on the top 10 list of the most viewed ads on Youtube in 2019. Jason’s work has also been featured on Terry O’Reilly’s Under The Influence podcast twice.

Jason enjoys gardening, fishing and generally being outside. At times Jason questions why he chose a career that takes place indoors.