Halloween traditions were under threat

After 8 months of lockdowns, culture cancellations and virtual substitutions due to pandemic restrictions, Hershey knew the beloved Halloween tradition of trick-or-treating, and the much anticipated resulting candy “haul,” was at risk. Our challenge was to enable the “pursuit of sweetness” that consumers would be missing this Halloween season.

becoming a Halloween Hero

Our strategy was to take the pursuit of sweetness beyond the 31st, and create a season of safe, fun Halloween alternatives to kids, parents and holiday fanatics alike, positioning Hershey as a Halloween Hero the whole month long.

gamifying the season

Our approach was a digital-first campaign designed to enable families and fans to take part in the coveted “Halloween Haul” and in turn, motivate purchase intent.

Treat Quest

Since trick-or-treating was largely off the table, we brought the candy to them by turning the quest for candy into an AR-experience on Snapchat. Users were able to unlock a custom Hershey lens, bringing them into a virtual game where they could “collect” Hershey candy. Upon completion of the game, they were able to enter for a chance to win a sweet Hershey prize pack.

We partnered Hershey with Boys and Girls Clubs of Canada to ensure all children have a Happy Halloween, via product purchase. Through a special lens on Snapchat, users were able to scan a box of Hershey Halloween candy, resulting in a $5 donation to the charity.

broadening our reach

To further the narrative around Hershey as Halloween Hero, we employed lifestyle expert Taylor Kaye as spokesperson on a Canada-wide broadcast tour, shining the spotlight on Hershey’s fun, innovative and safe Halloween solutions (like DIY at-home experiences, games, recipes and decor).

Further, we partnered with food and family-focused influencers to drive to play Treat Quest through Snapchat, and leveraged them to support awareness around the CSR component.

driving to retail

To encourage consumers to bring the pursuit of sweetness home, a paid media campaign drove purchase consideration of Halloween SKUs through online retail partners.

Snapchat in-app ads supported the CSR campaign and led consumers to play Treat Quest.