This is How TEXAS Does S’mores

Challenge: Traditional s’mores had become a bit of a bore at Texas-based grocer H-E-B, so they reduced the promotional period by four weeks. This put Hershey’s under pressure to close a $58K sales gap on 6-packs.

Inspiration: H-E-B’s shoppers love three things: bold flavors, the store’s cult favorite house-made tortillas, and TEXAS.

Solution: We gave this classic summer treat a Lone Star makeover and created the H-E-B exclusive Spicy S’mores Quesadilla recipe. Combining classic s’mores ingredients with house-made tortillas, cinnamon sugar, and a kick of cayenne to bring the heat.

Results: We achieved a 26.4% increase in orders, a 25.3% rise in retail sales, and a 7.2% boost in unit sales.

Awards: Bronze Effie, Bronze Reggie