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While Peeps has been an Easter treat for six decades, who knew that 30 percent of the iconic marshmallow chicks are bought to make cool creations like dioramas, bonnets and birdhouses? Riffing off these myriad inspirations, Peeps is targeting crafty moms with its “Express Your Peepsonality” campaign, featuring its first digital effort as well as a new broadcast TV spot airing tonight—its first in several years.
“We’ve always embraced the crafts and recipes part of our brand,” said Mark Hoffman, senior brand manager.
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