Hershey's "Chocolatiest Milk Chocolate" In-Store Retailtainment Events

The Challenge / Opportunity:

Hershey's Canada required a partner to execute a retailtainment program across Canada to promote the rebranding of Hershey’s Chocolatiest Milk Chocolate bar, promote product trial, and influence product purchase.

What We Did:

InField executed more than 10 in-store retailtainment events per day, coast-to-coast, at eight banners over a twelve-week period. Working with store managers to select optimal locations for event set up, we launched scalable executions around the available in-store footprint. As part of the process, teams of two engaged consumers at mass merchandise retailers by using the game Plinko as a start to developing a meaningful brand interaction. We used those interactions as a tool to communicate the re-launch of the product, initiate product trial, and influence product purchase.

Program Results:

To our knowledge, no other retailtainment program of this magnitude has ever been executed nationally, in such a tight window. The impact of the program from our client has been very positive, and as per our commitment to them, InField executed the program on time and on budget.

Dates Executed

February 19th – May 12th: 950+ retail events executed nationally