7-Eleven and Hershey’s have teamed up to create a loyalty program for fans of Reese’s products. The Reese’s Frequency Club is an extension of the 7-Eleven 7Rewards loyalty program, which allows shoppers to earn points for food and drink.
Shoppers are being encouraged to download the 7-Eleven mobile app and “rack up Reese’s.” By purchasing six Reese’s products, Frequency Club members can get a seventh King Size Reese’s for free.
By tying the two brands together, both are getting extensive coverage, with Twitter and Facebook posts by 7-Eleven supporting the Reese’s initiative. The Reese brand has nearly 300,000 Twitter followers, and its parent company Hershey’s has around 220,000. 7-Eleven has nine million users enrolled in its reward program.
The Reese's loyalty program works in a similar way to 7Rewards, which offers a Big Gulp free every seventh drink purchase.