After making its Oh Henry! brand synonymous with 4:25, Hershey Canada is now using another daily occasion to promote Reese’s Peanut Butter Cups consumption.

A new campaign from FCB Canada, the agency’s first work for Reese’s Peanut Butter Cups brand since being named Hershey Canada AOR last year, likens the brand’s instantly recognizable orange packaging to the glow created by a sunset, suggesting that the sun dipping below the horizon is the perfect time to enjoy the treat.

With media by UM Canada, the new cinema, TV, and social campaign is anchored by a 30-second spot that shows people rendered awestruck by a mysterious sign from the skies. Campers stand in wonderment, traffic grinds to a standstill, and office workers and homeowners alike are all drawn to their window.

As they stare at the skies, they begin holding aloft a package of Reese’s Peanut Butter Cups, the instantly recognizable packaging reflecting the vista unfolding before them. The message is further underscored by a voice-of-God narrator intoning “Every sunset is a sign… to eat Reese’s.” Presumably it’s a message that applies to overcast days, as well.

“With this campaign, we want to provide Canadians with comfort after a long day,” said Hershey Canada marketing manager Andie Doan. “Reese’s chocolate products have always been enjoyed as a comforting snack—even the sight of an orange wrapper elicits joy and reminds consumers of the mouth-watering combination of our iconic chocolate and peanut butter flavours.”