Hershey

KIT KAT BREAK BROTHERS

One of my responsibilities at The Hershey Company was to provide creative oversight on external agency projects. For example, we partnered with the wonderful team at Orchard to craft a character-driven Kit Kat campaign. Sales were up +18% in three months post-launch.

We got our guys protecting breaks by stepping in to play for Twitch streamers and defending Jimmy Kimmel’s employees:

REESE’S INNOVATIONS

Reese’s is The Hershey Company’s largest brand, with over $3 billion in sales per year. I expanded the scope of our in-house team to include Reese’s projects traditionally reserved for external agencies.

NEVER-ENDING BOWL

Every Halloween, Hershey wants buzz around their candy brands. So we invented a candy bowl of kids’ wildest dreams. One that magically refills itself! The stunt blew-up on TikTok and late-night shows, scoring over two billion earned impressions.

It blew-up on TikTok, with these two videos alone getting over 8 million views and 380K likes:

REESE’S SECRET STASH

Not to be outdone by Kit Kat, in the same Halloween season we we created special trick-or-treat bags with hidden compartments (just for your Reese’s). We sent these custom bags to media members and influencers, scoring a billion more earned impressions for Hershey.

REESE’S LAVA SUPER BOWL

Our Reese’s Lava cross-functional Super Bowl team partnered with our external agency, Erich & Kallman, to extend their concept beyond the bowl spot. Sales jumped 164% in the week after the game.

KIT KAT SHAPES LAUNCH

We partnered with Paramount’s creative team for a “free” value-added :30 spot, integrating it with our paid social concept. This work contributed to a 95% sell-through, making Kit Kat a top 5 growth franchise of the holiday season. It was also System 1’s Ad of the Week:

ADDITIONAL IN-HOUSE WORK

I led the work of Hershey’s in-house studio. We delivered in every medium imaginable. In 2024, we scored over $12 million in cost avoidance by tackling briefs in-house. All while crushing Hershey’s strict pre-testing metrics at a 100% rate.