Hershey’s Sweet Connection: Baking Together in the New Normal
Background:
In the wake of global changes that reshaped daily routines, families found themselves searching for meaningful ways to connect and create moments of joy at home. Hershey’s, a beloved chocolate brand, recognized an opportunity to support this shift and strengthen its relationship with consumers.
Challenge:
Hershey’s aimed to capitalize on the rising trend of home baking while promoting its products as essential ingredients for creating delicious treats and memorable experiences. The challenge was to authentically engage with families and casual bakers, providing them with inspiration and resources to make baking a regular part of their routines.
Strategy:
Hershey’s developed a campaign strategy called “Pave the Way for Convenient, Real Connections.” This approach focused on:
1. Leveraging the increased interest in home baking
2. Providing easy-to-follow, HERSHEY’S-inspired recipes
3. Emphasizing baking as a collective family activity
4. Partnering with Tastemade to expand reach and credibility
Execution:
Hershey’s collaborated with Tastemade, a popular food and lifestyle content creator, to develop and distribute a series of baking-focused content pieces. The campaign included:
1. Video tutorials featuring simple, family-friendly recipes using Hershey’s products
2. Social media challenges encouraging families to share their baking experiences
3. Interactive live streaming events with baking experts and influencers
4. A dedicated microsite hosting all recipes and additional resources
Conclusion:
By recognizing the shift in consumer behavior and the importance of connection in the “New Normal,” Hershey’s successfully positioned itself as more than just a chocolate brand. The company became a facilitator of family moments and a source of inspiration for home bakers. This strategic approach not only helped maintain brand relevance but also strengthened emotional connections with consumers during challenging times.
Client: Hershey’s
Agency: UM
