The Hershey Company

Jill Baskin, Hershey’s, CMO
Ian Norton, Senior Director

mcgarrybowen *Lead Agency

Pamela Mufson, Creative Director
June Lee, Creative Director
Kate Pinelli, Account Director
Ned Crowley, Global CCO
Kelly Dittrich, Strategist
Jennifer Zimmerman, Global CSO
Justin Lee, Senior Producer
Laurel Flatt, President, Chicago
Dave Reger, Executive Creative Director
Michael Straznickas, Executive Creative Director
Sally Cox, Group Managing Director
Anna Conroy, Group Strategy Director

Universal McCann *Lead Agency

Alexandra Comito, Partner, Strategy
Winnie Ho, Partner, Portfolio Management

TPN Retail

Christina Nofi, Group Account Director
Elaine Bragg, VP Executive Creative Director

GMR Marketing

Jeff Bayson, Executive Creative Director
Lindsay Loridon, Account Supervisor

In 2019, Hershey’s faced a number of challenges heading into summer. The Hershey’s s’mores business was in decline, the competition was fierce, and cultural and behavioral forces were against us. In short, we needed to show people how Hershey’s s’mores could play a meaningful role in their lives. So we leaned into our brand strength of connecting people, which led to an underdog story of summer success, as we beat retail sales projections by 28%!