See’s Candies, the iconic American-made candy brand, is back this holiday season with the second year of its beloved advertising campaign, “Break Out The Good Stuff.” Developed in collaboration with creative agency Poke The Bear, this year’s campaign expands on its debut with an even more robust approach—telling stories through the eyes of See’s fans, young and old, who have made See’s a part of their most cherished holiday — and everyday — traditions.
The full campaign consists of 7 spots, with the holiday spots launching today on November 10th, the integrated holiday campaign spans paid social (Meta, Pinterest, YouTube, LinkedIn), TV and OTT on Paramount+ and will run throughout the 2025 holiday season and well into 2026.
“When Poke the Bear presented “Break Out the Good Stuff” last year there was no question, we knew we had a winner,” said Leslie Horenstein, SVP and Chief Marketing Officer at See’s Candies. “See’s has always been more than candy; it’s a meaningful part of celebrations, family traditions, and everyday moments. We really want to preserve and celebrate the nostalgia that is inherent to the brand and stirs sweet memories for so many. We also want to surprise and delight our customers while enticing new people to try it, because once you do, you’re hooked! This campaign really leans into not only the exceptional quality of the brand but also the cult-like following. It celebrates those simple truths that resonate with all of us and brings Joy to your day. See’s is the good stuff you share when you want to make moments truly special.”
“The powerful thing about this campaign is that the candy is the catalyst, the thing that stops people in their tracks. People truly connected with our stories on a deeply emotional level – something every strong brand has to do. People can really relate whether they are lifelong fans or just getting to know See’s. The second year of Break Out The Good Stuff gave us the chance to dig deeper into what makes See’s so meaningful and craft new, personal stories,” said Bill Milkereit, Co-Founder/Writer at Poke The Bear. “We didn’t have to “create” much of anything—that iconic white box of See’s is one of America’s great statement makers. We just had to bring to life little sitcoms where See’s could show up and do its thing. ”
“This year’s work reflects how universal See’s really is and how it is the unsung hero of not just the holiday season but throughout the year,” added Todd Tucker, Co-Founder/Art Director at Poke The Bear. “The magic of a simple white box, See’s resonates across generations. We’re just shining a spotlight on how See’s connects us all—whether you’re 9 or 90.”
Credits
CLIENT: See’s Candies, San Francisco, CA
SVP and CMO: Leslie Horenstein
Marketing Director: Meghan Erickson
Senior Director, Creative Services/Brand: Angela Farara
Photographer/Videographer: JP Bevins
AGENCY: Poke The Bear, Dallas, TX
CREATIVE DIRECTORS: Bill Milkereit, Todd Tucker
ACCOUNT DIRECTOR: Hayley TarazewichAGENCY PRODUCER: Kathleen Torres
PRODUCTION COMPANY: Native Content
DIRECTOR: Jorn Threlfall
POST PRODUCTION: Tango, Dallas, TX
POST PRODUCER: Jennifer Brannon
EDITORS: Deedle Lacour
James Rayburn
Rodney DeMeglio
COLOR: Thrive Color
COLORIST: Matt McLain
SOUND: KlugeFon
ENGINEER: Jake Kluge
