Hershey: Sweetening up the share of wallet

Taylor Carroll

Confectionery brand Reese's, owned by Hershey, grew sales in the US with a data-driven media plan that identified buyers to target based on SKU-level sales data.

Campaign details

Brand: Reese's Brand owner: The Hershey Company Entrant company: Horizon MediaIdea creation: Horizon Media New York Market: United States Sector: Confectionery Media channels: Online display, Radio & audio, Television & Connected TV, Point-of-purchase, In-store, Social mediaBudget: Over 20 million

Executive summary

Media has been an engine of growth at The Hershey Company (THC) for years, efficiently and effectively reaching consumers in TV, followed by the natural migration to digital media. However, the model of continually increasing efficient mass reach was reaching saturation....

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