Hershey Day of the Dead at H-E-B

Challenge: Hershey needed to engage H-E-B’s predominantly Hispanic shopper base during cultural celebrations in the fall.

Inspiration: Recognizing that many shoppers celebrate American holidays in addition to their cultural observances, we aimed to enhance the Día de los Muertos experience with a solution that reflects the community’s traditions.

Solution: The Hershey Sugar Skull Candy Tray is a fun and customizable way to celebrate Día de los Muertos with family members of all ages.

Results: The program closed a $1.2 million sales gap and oversold the previous year’s factory sales by $146K. With 100% store participation, we achieved a 121% sell-through rate.

Awards: Silver Effie, Gold Reggie