This campaign was a 2018 Effie Award Finalist.
To drive sales at Halloween, we needed to make shoppers consider Hershey's Snack Size beyond Halloween trick-or-treating and to secure incremental floor space with our retailer earlier season.
Capturing shoppers' attention earlier in the season, our campaign, Get Into the Spirit, elevated Hershey's as a Halloween party solution, leveraging brand partners that were already part of that entertaining space and incorporating a retailer-favorite category: produce.
The Candy Apple Bar solution was not only flexible, using multiple products and building the shopping basket, but required apples — a produce item our retailer highly supports in the Fall. Our program touchpoints enticed with custom photography, including general merch that was unique to our retailer and ensured it was unique and ownable so they could support on their social channels as well.
Our client scored incremental placement in the produce section, guaranteeing our products were available out of the seasonal aisle, and as a result, increased sales earlier in the season.
