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2020 BRONZE SINGLE-RETAILER PROGRAM: SUPERMARKETS / COMMERCE & SHOPPER EFFIES
UNITED STATES
Hershey's “This is How TEXAS Does S’mores” with Hershey’s at H-E-B
Whitnee Skobla, Account Director Amber Yacenda, Senior Account Executive Erica Keating, Senior Planner Elaine Bragg, VP, Executive Creative Director Traci Harper, Senior Art Director Steve Young, Senior Copywriter Ian Mgebroff, Art Director Maddy Lee, Account Coordinator
SUMMARY
Hershey faced a Texas-sized challenge: H-E-B took a bite out of s’mores' promotional season, cutting it by 4 weeks. Hershey needed to meet its yearly average of 6-pack sales and fill a $58K gap. Hershey played to H-E-B shoppers’ Tex-Mex tastes with This is How TEXAS Does S’mores, pairing classic s’mores fixings with audience-appealing ingredients in placements throughout the shopper journey. With the additional help of influencer content and paid media, Hershey exceeded its goals and increased orders by 26.4%, retail sales by 25.3%, and unit sales by 7.2%.
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Hero Medium: RETAIL EXPERIENCE
Medium Featured On Video: PRINT,RETAIL EXPERIENCE,SAMPLING,SOCIAL MEDIA