Since 1993, Reese's has been making seasonal tree-shaped candies for Christmas. Fast forward to the age of social media, and everyone got on the bandwagon by calling out how ugly those Reese's trees come out. It seemingly came out of nowhere, the news was picking it up and we had to respond. Instead of talking about quality control or ingredients, we leaned into it by pointing out that people will still eat those trees anyways because it's what's on the inside that counts. And thus #AllTreesAreBeautiful was born.