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Hershey's
“This is How TEXAS Does S’mores” with Hershey’s at H-E-B

RAN IN: United States

CLIENT
The Hershey Company

Jackie Schultz, Shopper Marketing Manager
Nicole Capes, Customer Sales Executive

AGENCY
TPN Retail *Lead Agency

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%.

CASE STUDY

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CASE VIDEO


Hero Medium: RETAIL EXPERIENCE

Medium Featured On Video: PRINT,RETAIL EXPERIENCE,SAMPLING,SOCIAL MEDIA

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English