M&M'S taps TikTok for Love Island USA hook up as exclusive confectionery partner for season eight
M&M'S has inked a deal making it the exclusive confectionery partner for Love Island USA season eight, premiering Tuesday, 2nd June at 6 p.m. PT/9 p.m. ET on Peacock.
"We know that reality TV is the ultimate social experience, and M&M'S has always been the perfect snack for bringing people together," says Martin Terwilliger, VP of Marketing, Mars Snacking North America. "By coupling up with Love Island USA, we're giving fans a sweet new way to immerse themselves in the show's most iconic moments and connect with each other during watch parties."
The tie up includes:
Sold exclusively online, Play Along Packs ($15.99) include game boards and custom M&M’S printed with predictable, iconic show phrases (e.g., "bombshell arrives"). Viewers eat the corresponding candies as the moments happen on screen.
M&M’S is bringing together its Spokescandies with fan favourite past Islanders, Hannah Fields and Jeremiah Brown. In a three-part episodic video series and exclusive social content, the duo will model the ultimate viewing party, share "hot takes" and demonstrate how the brand fits naturally into the viewing occasion. They’ll also be participating in an exclusive Reddit AMA.
The campaign also features TikTok challenges designed to drive user-generated content and keep fans engaged between episodes, alongside linear ad spots featuring the Spokescandies.
2026 RTIH Innovation Awards
Social media will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
