Reese's surveyed 15,000 Americans to identify the 150 best streets for trick-or-treating, and on Oct. 21 one of them will be crowned "America's Trick-or-Treatiest Street" with a block party thrown in partnership with Zillow.

The campaign, formally titled "Reese's Trick-or-Treatiest Street in America," was announced Oct. 1, according to details shared with Marketing Dive. It puts the Hershey-owned brand at the center of Halloween traditions beyond the snack aisle at a moment when the stakes are high: consumers are expected to spend $13.5 billion on Halloween this year, with sweets — the most popular purchase — accounting for $4.1 billion, according to the National Retail Federation.

Reese's evaluated factors including decorations, community participation and walkability to build its list of 150 top streets, which consumers can browse on a campaign microsite. A newly formed Halloween Council will then assess the evidence and pick the winner.

The council is the brand's first, and its lineup leans hard into Halloween iconography. Christina Ricci and Kathy Najimy — stars of "The Addams Family" and "Hocus Pocus," respectively — sit alongside creators Rachel Iwanyszyn, Zaire Alford and Macy Blackwell. A 60-second video featuring the council explains the effort, and the council's evaluation will be documented in a two-part social content series. The winning street receives a block party complete with Reese's products and a decked-out trick-or-treat experience.

Rounding out the campaign is new creative built on the brand's existing "Everything Happens for a Reese's" platform, showing the lengths fans will go to secure the candy. MiltonOne — Publicis Groupe's bespoke Power of One solution for The Hershey Company — created the effort, powered by Saatchi & Saatchi New York and PR agency MSL.

The campaign fits a pattern for Reese's, which has repeatedly worked its way into cultural conversations outside obvious retail moments. Last August, the brand ran an ad built in less than 24 hours to ride hype around Taylor Swift's then-new album. It has also appeared frequently in the Super Bowl, most recently airing a 30-second spot in 2025.

The parent company enters the season with momentum. The Hershey Company reported net sales of $2.7 billion for the second quarter of 2026, up 6.6%, and net sales rose 8.7% for the six months ended June 28, according to its earnings report. With the winner revealed Oct. 21 — 10 days before Halloween — Reese's will find out whether a data-backed street search can convert cultural relevance into share of that $4.1 billion candy spend.