Oh Henry!: Level Up - Turning chocolate into digital currency

Richard Fofana, Jeenal Patel

Canadian chocolate confectionery bar Oh Henry! Level Up crafted a highly innovative multimedia campaign to spark a sales lift and cement its position as the 'hunger bar' of choice for Canadian gamers.

Campaign details

Brand: Oh Henry! Brand owner: Hershey Foods Entrant company: UMIdea creation: UM Toronto Market: Canada Sector: Confectionery Media channels: Packaging & design, Online display, Social media, Point-of-purchase, In-store, Merchandise & free gifts Budget: Up to 500k

Executive summary

Struggling to build relevance with younger audiences, the Oh Henry! Level Up bar was launched to satisfy the Gen Z gamer’s fiercest snacking needs.

Campaign objectives were ambitious: get on Gen Z’s radar, drive engagement/credibility, and generate sales and attention at retail at a...

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