One of my responsibilities at The Hershey Company is to provide creative counsel on external agency projects. For example, we partnered with the wonderful team at Orchard to craft a character-driven Kit Kat campaign.
I’ve also had the pleasure of leading work for Hershey’s in-house team. We work closely with brand teams, hitting every touchpoint imaginable. In 2024 alone, our ability to deliver full-funnel work provided over $12 million in cost avoidance.
Here’s a Halloween PR stunt where we created a bowl of Kit Kats that magically refills itself, bringing trick-or-treat fantasies to life…
As the stunt scored over 2 billion earned views, it blew-up on Tik Tok, with this one video generating 3 million views and over 200K likes:
In the same Halloween season, we pulled-off a Reese’s stunt that scored over a billion earned views. This time creating a custom Halloween bag where you can hide your Reese’s in a secret compartment, apart from all the rest.
Across social platforms, we’ve created content that performs, threading the needle by engaging consumers without forgetting the brand in the process.
Our in-house team has delivered across a range of challenges, consistently creating work at the very top of Hershey’s testing metrics.
Our in-house success earned the team projects on Reese’s, Hershey’s #1 brand. These were traditionally reserved for top external agencies.
We partnered with Paramount Advertising to launch Kit Kat’s very first seasonal, shaped candy. I’m proud to say this campaign contributed to a 95% sell-through and helped make Kit Kat a top 5 growth franchise of the holiday season.