The Hershey Company

Jill Baskin, CEO, The Hershey Company
Ian Michael Norton, Senior Director, Reese’s
Anna Lingeris, Earned Media and Brand Publicity Lead
Allen Dark, Senior Brand Manager, Reese’s
Ryan Reiss, Marketing Director, C-Sweet Studio
Kaylee Dugan, Associate Manager of Public Relations
Nicholas Moyer, Digital Producer, C-Sweet Studio
Veronica (Vero) Villasenor, VP, Chocolate

dentsumcgarrybowen *Lead Agency

Michael Straznickas, Executive Creative Director
Dave Reger, Executive Creative Director
Eric Faber, Executive Producer
Kate Pinelli, Account Director
Stacy Randolph, Senior Art Director
Chris McMahon, Associate Creative Director
Ned Crowley, Global Chief Creative Officer
Sally Cox, Group Managing Director
Claire French, Account Supervisor
Jamie Shuttleworth, U.S Chief Strategy Officer
Anna Conroy, Group Strategy Director
Lee Boshes, Planning Director
Joann Baker, Director of Business Affairs
Alica Townsend, Senior Business Manager
Libby Morris, Senior Music Producer
Jamika Logan, Talent Supervisor

FleishmanHillard *Lead Agency

Whaewon Choi-Wiles, Senior Vice President and Partner
Katie Ola, Vice President
Dana Johnson, Managing Supervisor
Taylor Shelnutt, Account Supervisor
Sara Householder, Senior Research Manager
Katharine Morey, Assistant Account Executive

UM Worldwide

Zachary Greystman, Associate Brand Manager, Reese’s
Tyler Cone, Partner, Portfolio Management
Stephen Rodriguez, Supervisor, Portfolio Management

For Reese’s, there are few events bigger than Halloween; it represents 10% of our annual sales. So, we needed to get people to celebrate Halloween with Reese’s even if trick-or-treating was cancelled as we knew it, thanks to COVID-19. To do so, we built a walking, talking door that dispensed Reese’s without spreading any germs. As a result we … instigated people’s cravings for Reese’s by getting 4B eyes on our brand experience obtained a 167x jump in online engagement increased sales by 16.8%