CLIENT
The Hershey Company
Jessica Duquesne, Manager, Omnichannel Marketing-Walmart/Club + Latino BRG Co-Lead
Tiffany Pieja, Mgr Merch Walmart, Sales
Jill Fenton, Customer Sales Executive – Walmart Seasons
AGENCY
Kate Akins, Account Director
Alexandra Watson, Account Director
Steve Young, Senior Copy Writer
Ross Von Rosenberg, Senior Art Director
Christopher Williams, Senior Art Director
Abby Carlton, TPNHaley Ovington, Project Manager
Liz Crawford, VP Planning
Elaine Bragg, VP-Executive Creative Director
Jason Geyer, Director of Digital Production
Peter Schmidt, Imageworks Manager
Paul Brouillette, Creative Director
Jared Wilson, Senior Digital Artist, Retouching Specialist
Joel Bernsen, Senior Producer/ Editor
Mandi Olivarez, Sr. Studio Operations Manager
Troy Burger, Production Artist
SheSpeaks
UM Worldwide
Eko
SUMMARY
Given Covid-19, the outlook for traditional Halloween candy sales seemed grim. Most of Walmart’s confectionary vendors were dialing back and urging caution. But Hershey boldly did the opposite! Based on research showing how deeply shoppers craved the normalcy of life’s traditions and the strength of Easter sales despite the pandemic, Hershey bravely doubled-down on an omni-channel program to show shoppers how to still enjoy Halloween traditions, as safely as possible. The maverick move – move rooted in data, versus fear – delivered massive sales increases and blew through our goals.
