HERSHEY'S KISSMOBILE WINS SHOPPERS' HEARTS

RICHARD TURCSIK

HERSHEY, Pa. -- Supermarket shoppers are eagerly embracing the Hershey's Kissmobile as it stops at selected supermarkets across the country.

Developed by Hershey Foods Corp. here to celebrate the 90th anniversary of Hershey's Kisses, the 25-foot-long Kissmobile resembles a row of Hershey's Kisses: a Hershey's Kiss, a Hershey's Kiss with Almonds and a Hershey's Hugs. The Kissmobile is primarily touring the Eastern half of the country to increase brand awareness and raise money for the company's longtime charity partner, the Children's Miracle Network.

One of the compartments is refrigerated and stocks 230,000 samples of Hershey's Kisses and Hugs, which are passed out to consumers. Another compartment is a media center where children can play electronic games and view Hershey's Kisses commercials.

The Hershey's Kissmobile kicked off here last month and will be on the road until late December. New York, Boston, Philadelphia, Baltimore, Charlotte, Atlanta and Detroit are among the 30 metropolitan areas it will visit on its run. In addition to supermarkets, the Kissmobile will be stopping at fairs, festivals, children's hospitals and parades along the way.

As of mid-July, the Kissmobile had visited supermarkets in Detroit; Chicago; Cleveland; Erie, Pa.; and a Wal-Mart in suburban St. Louis with excellent results, store-level officials told SN.

Judy Witbart, invoice manager at the Wal-Mart in Town & Country, Mo., said the Kissmobile's appearance at her store in early June was publicized by tying in with a local radio station that did a remote broadcast from the store.

"Hershey brought in a Hershey's Kisses costume, while Hostess brought in a Wonder Bread costume, and the radio station had a cow costume. We had a lot of animated characters out there handing out little free gifts and samples," she said.

"To raise funds for Children's Miracle Network we did a grab bag where we sold hot dogs, soda and chips for $2. All that money went to Children's Hospital," she added.

Witbart said her store was selected by Hershey's because last year it built the world's largest Twizzler's display, which is also a Hershey product, and because it is the largest Wal-Mart in the St. Louis area.

In Detroit, the Kissmobile stopped at the new Farmer Jack in Northville Township, Mich., which coordinated the vehicle into its grand opening.

Farmer Jack sold more than 25 cases of the kisses, which were featured as a Bonus Savings Club item, said Bob Palmer, store manager.

On July 5, the Kissmobile visited Chicago, stopping at the Omni store in Aurora, Ill. Larry Farley, co-manager, said the Kissmobile got a "strong reaction" from customers at his store, and also boosted candy sales.

"There was quite a gathering around it. It was parked right in front of the store," Farley said.

"We moved every Hershey's Kisses package that we had. It was a very good response," he added.

Rick Rada, perishables manager at the Finast Friendly Markets in Parma, Ohio, outside of Cleveland, said the Kissmobile was displayed at an atrium area in front of the store entrance when it stopped by on July 10.

Earl Rosenquist, store manager, Tops Friendly Market, Erie, Pa., said his store had signs up a full week before the Kissmobile's July 14 visit, which helped draw crowds. A display of Hershey's products was built on an island in the store's center aisle and achieved good results.