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Hershey's
Hershey Easter “Be So Eggstra” at Walmart

RAN IN: United States

CLIENT
The Hershey Company

Jessica Duquesne , Associate Manager of Shopper Marketing
Jill Fenton , Customer Sales Executive- Walmart
Mark Kelley , Director of Sales - Walmart

AGENCY
TPN Retail *Lead Agency

Alexandra Watson, Account Director
Kate Akins, Account Director
Alison Jensen, Senior Account Executive
Katryna Ross, Group Creative Director
Erica Keating, Senior Planner
Steve Young, Senior Copywriter


Universal McCann


Viacom


Walmart Retailtainment, a division of Advantage Solutions


SUMMARY

Easter seasonal sales were declining, and research discovered there wasn’t a lack of interest in Easter but rather, there was a tension: Moms wanted to create family traditions but lacked time and inspiration to take action. We needed to engage Mom and re-solidify Hershey’s place as a top Easter brand at Walmart. The “Be So Egg-stra” campaign inspired Mom with seasonal ideas that were fresh, on-trend, impressive, and surprisingly easy. REESE’S and CADBURY achieved double digit sales growth, increased trips by +29%, and contributed to Walmart’s overall seasonal share increase.

CASE STUDY

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CASE VIDEO


Hero Medium: PRINT

Medium Featured On Video: BRANDED CONTENT,ECOMMERCE,EVENTS,INTERACTIVE/ONLINE,MOBILE/TABLET,RADIO,RETAIL EXPERIENCE,SAMPLING,SEARCH ENGINE MARKETING (SEM/SEO),SOCIAL MEDIA

Audience: Millenials

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English