The Hershey Company

Jessica Duquesne, Manager, Omnichannel Marketing-Walmart/Club + Latino BRG Co-Lead
Katie Duncan, Director – Walmart Take Home & Retail Operations
Bailee Lockamy, Customer Sales Executive – Walmart Take Home
Robert Mancini, Sales Strategist – Take Home
Tiffany Pieja, Mgr Merch Walmart, Sales

TPN *Lead Agency

Kate Akins, Account Director
Alexandra Watson, Account Director
Steve Young, Senior Copywriter
Ross Von Rosenberg, Senior Art Director
Haley Ovington, Project Manager
Liz Crawford, VP Planning
Elaine Bragg, VP-Executive Creative Director
Paul Brouillette, Creative Director
Joel Bernsen, Senior Producer/ Editor
Jared Wilson, Senior Digital Artist, Retouching Specialist
Mandi Olivarez, Sr. Studio Operations Manager
Troy Burger, Production Artist
Christopher Williams, Senior Art Director

ViacomCBS

UM Worldwide

MMA Creative

Hershey’s needed a powerful idea to reverse the declines in the crucial summer S’mores program at Walmart. We leveraged an insight about the heart of the Walmart shopper – they crave close family relationships. So we repositioned S’mores from a delicious, indulgent treat to eat, to an everyone-participates family activity that’s an emotionally bonding experience. And we emphasized that it can be experienced every day. Just think S’mores whenever you’re in the backyard. The result? Sell-in and sales bounced back +30% versus YA, and engagement goals by almost 900%!