Every season has its over-the-top traditions in the US. They sing about winter wonderlands, rename Fridays in the summer, and even consult a groundhog to mark spring’s arrival. But despite being America’s favourite season, autumn has never had a unifying celebration outside of Halloween’s ghouls and ghosts.

Candy Corn maker, Brach’s wants to change that so Rethink New York is assigning it the unofficial ambassador of fall – and giving that all the hyperbole snack advertising needs to cut through the noise in its sector.  

Candy Corn and fall are a natural pair. It’s named after a harvest symbol, mirrors the colours of changing leaves, and is enjoyed by nearly two-thirds of people who celebrate the season. In other words, when fall comes around, It’s Candy Corn Season.

The centrepiece of the social and digital campaign is a 15-second anthem film, Fall-to-the-Wall, in which a single bite of Brach’s Candy Corn transforms a dreary living room into an autumn dreamscape. Leaves swirl, sweaters warm shoulders, mugs steam…and then there’s the neighbour who insists on blowing his leaves far too early on Saturday morning.

The campaign, with its rallying cry, It’s Candy Corn Season is the first from Rethink New York since being named agency of record for Brach’s seasonal (Candy Corn, Candy Canes, Jelly Beans, and Conversation Hearts) and SweeTarts in March.

“Brach’s Candy Corn is the true marker of the fall season, and we bring that to life in a bolder way with the new campaign,” stated Matt Escalante, vice president, Brach’s and Seasonal, Ferrara. “We think this new spot really captures why our consumers ‘fall’ in love with Brach’s Candy Corn.”  

“People get very passionate about Candy Corn. For those that love it, as soon as it hits shelves, it’s officially fall,” added Tara Lawall, chief creative officer of Rethink New York. “We want to own that feeling for Brach’s and celebrate just how hard people go for fall.”