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The Hershey Company
Build A Better Basket at Dollar General

RAN IN: North America

CLIENT
The Hershey Company

Chris Gaughan, Senior Manager, Shopper Engagement
Nick Sass, Customer Sales Executive
Oscar Herrada, Director Shopper Engagement
Bill Ray, Director Dollar Channel
Dale Clark, Sr. Director, Integrated Retail Excellence

AGENCY
TPN *Lead Agency

Christina Accardo, Account Director
Alexandra Watson, Account Supervisor
Elise Wyatt, Senior Planner
Steve Young, Senior Copywriter
Paul Brouillette, Group Creative Director


SUMMARY

Our challenge was to inspire Dollar Generals shopper to buy Hershey candies for Easter. She limits purchases to must haves only, and candy is often considered off limits. We showed her how to celebrate the season, while staying on budget. Hersheys virtual Easter basket-builder let her mix and match Hershey products with DG merchandise until she found the right mix for her budget. Hershey saw a 25% increase in sales and a 4% increase in seasonal share. Shoppers spent, on average, almost six minutes engaging with the brand online!

CASE STUDY

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CASE VIDEO


Hero Medium: DIGITAL/INTERACTIVE

Medium Featured On Video: DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Display Ads;MOBILE/TABLET Pre;MOBILE/TABLET Display Ad;RETAIL EXPERIENCE Pre;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE POP;RETAIL EXPERIENCE Sales Promotion;SOCIAL MEDIA Pre

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English