Through the We LOVE Our Veterans campaign, Hershey and Wounded Warrior Project connected with shoppers' patriotism and spirit to help our veterans, helping to reinforce our brands and to secure placement in key retailers.
We kept our messaging simple across packaging, POS and digital, allowing our program to work across convenience, grocery and mass channels throughout the year.
In May, we dialed up the love in honor of Military Appreciation Month, taking over Hershey's Chocolate World in NYC, Las Vegas, and Hershey, PA, by offering service members tokens of appreciation in store. From the wrapped doors and windows, to the digital signage displays, to the animated social content, we leveraged Hershey's Chocolate World to amplify the brand's commitment to the cause and to create buzz around our program.
