More sweet. Less scary. That’s the promotional campaign, not the ingredient list.
The perennial Easter favorite Peeps continue to try to become a year-round candy with these “peepified” illustrations for Halloween. The simple, colorful drawings are part of an ongoing campaign dubbed “Every Day Is a Holiday,” launched earlier this year to introduce Peeps Minis, diminutive flavored versions of the original chicks. (They’re less than half the size of the flagship product, and come in bags, not the traditional cellophane-front flat boxes).
The airy sugar dumplings, made by confectioner Just Born, haul in an estimated 70 percent of their business at Easter and only a fraction on other holidays like Christmas and Valentine’s Day. There are ghost and pumpkin Peeps on shelves now, but they’ve never moved as briskly as springtime’s puffy chicks and bunnies.