A Sweet Success: Hershey’s “Eat My Life” Campaign
Overview
Led an innovative video series campaign for Hershey’s cocoa powder, connecting with a new generation of bakers by exploring the deep relationship between food memories and personal identity, focusing on heartwarming stories and cherished recipes.
Key Skills
– Content Strategy
– Video Production
– Influencer Collaboration
– Social Media Marketing
– Brand Storytelling
– Recipe Development
– Holiday Marketing
Challenge
Revitalize Hershey’s classic cocoa powder brand to resonate with a new generation of bakers, particularly during the holiday season of 2020.
Solution
– Developed the “Eat My Life” video series concept
– Invited guests to share their most cherished food-related memories
– Collaborated with influencers to showcase personal stories and recipes
– Incorporated Hershey’s Cocoa into traditional family recipes
– Created engaging, shareable content for social media platforms
Results
– Video garnered 2,300 views on YouTube within days of release
– Generated significant engagement on social media with #RedVelvetCake and #HersheysCocoa
– Inspired viewers to try the featured recipe and share their creations
– Successfully connected Hershey’s Cocoa with personal, nostalgic experiences
– Renewed interest in Hershey’s Cocoa among a new generation of bakers
My Role | SVP, Group Content Director, UM Studios
– Oversaw concept development and execution of “Eat My Life” series
– Coordinated with influencers Coledias and Lulu
– Collaborated with director Julia Bales
– Ensured alignment with Hershey’s brand values and marketing goals
– Managed social media strategy and engagement
Project Details
– Client: Hershey’s
– Campaign Name: “Eat My Life”
– Featured Product: Hershey’s Cocoa Powder
– Featured Recipe: Aunt Mallie’s Red Velvet Cake
– Date: December 2020
– Key Episode Release Date: December 17, 2020
The “Eat My Life” campaign demonstrated the power of emotional storytelling in brand marketing. By focusing on the personal connections people have with food and family traditions, Hershey’s was able to position its cocoa powder as more than just an ingredient – it became a part of cherished memories and ongoing traditions. The campaign’s success lay in its ability to create content that was not only engaging but also inspired action, with viewers recreating the featured recipes and sharing their experiences. This approach effectively bridged the gap between Hershey’s rich history and a new generation of consumers, proving that even classic brands can find new relevance through innovative, heartfelt marketing strategies.
TITLE: EAT MY LIFE | Aunt Mallie’s Red Velvet Cake Social copy + pinned recipe
CAPTION:
Can’t wait to break out this recipe for the holidays <<cake emoji>>
Check out Aunt Mallie’s #RedVelvetCake made with #HersheysCocoa in our all-new series EAT MY LIFE Presented by @HERSHEYS
Where love, laughter, and memories come together! <<chocolate_bar emoji and HEART emoji>> #ad
FACEBOOK PINNED COMMENT:
Want to share Aunt Mallie’s Red Velvet Cake with your family this season? Check out her recipe here!
Aunt Mallie’s Red Velvet Cake
2 cups cake flour
Pinch of salt
1 1/2 cups sugar
3 Tbs Hershey’s Cocoa Powder
1/4 cup shortening
1 cup buttermilk
3 large eggs
2 Tbs red food color
1 tsp vanilla
1 tsp white vinegar
2 tsp baking powder
Cream Cheese Frosting
4 cups powdered sugar
1 brick cream cheese
2 sticks butter, softened
1 tsp vanilla extract
Crushed Pecans (for decoration)
1) Preheat oven to 350 degrees F. Lightly oil and flour (3) 9” cake pans.
2) In a large bowl, sift together all dry ingredients.
3) In another large bowl, whisk together all wet ingredients.
4) Stir dry ingredients into wet ingredients a little bit at a time until combined into a smooth batter.
5) Divide the batter evenly between all 3 pans and bake until the cake pulls away from the pan.
6) Remove the cakes from the oven and cool on a rack.
7) Frosting: In a large bowl, use electric mixer to beat together butter and cream cheese until well blended. On low speed, add vanilla extract and powdered sugar a cup at a time until creamy.
8) Assembly: Once cakes are cool, divide frosting evenly between 3 layers and stack. Decorate with crushed pecans.
Client: Hershey’s
Agency: UM
Publisher: React
