HERSHEY'S MARKETING PROGRAM GETS SWEETER

Carol Angrisani

HERSHEY, Pa. -- Hershey Foods Corp. is backing what it calls its largest consumer promotion with $10 million in advertising and promotion.

The campaign marks a "subtle shift" in marketing for Hershey in that it relies heavily on advertising. Other than a few seasonal events, Hershey has not focused on advertising, Bill Stamey, director of marketing, Hershey Foods, told Brand Marketing. Support includes prime-time and daytime television, cable, retail point-of-sale, grassroots marketing, Internet marketing and network radio. A national freestanding insert was to drop on Jan. 6. Consumers can also register to win through an online sweepstakes at www.hersheys.com.

"This is a rarity for us," Stamey said. "We haven't advertised our promotions like this." Called "25 SUVs in 25 days," the campaign is designed to drive retail traffic and increase sales following the holiday season. Through Jan. 31, the company will award a new Jeep Liberty SUV each day to a consumer. The event began on Jan. 7.

Winners are being selected through a nationwide spotter program. Consumers located near randomly selected retail locations will be asked to produce a Hershey candy product wrapper bearing a Hershey trademark or a card with the name of the promotion. Hershey "spotters" are visiting all type of retail outlets that sell Hershey confections, even stores that only have vending machines.

"We're hoping this will encourage consumers to buy a Hershey product every time they go into a store, " said Stamey.

All of Hershey's confection brands are eligible, including Hershey's, Reese's, Hershey's Kisses, Kit Kat, Jolly Rancher Reese's Fast Break, Ice Breakers, Twizzlers, Almond Joy York and Breath Savers.

"We at Hershey are always looking for new ways to drive product and category sales," said Stamey. "This is something different and fun."