Hershey’s mission is to make life sweeter.
Every year, more families are living in condos in urban communities. And due to condo rules and restrictions one family holiday was in need of sweetening: Halloween. How could Hershey’s make life sweet for condo-dwelling trick or treaters?
Mint created Hershey Treat Street to make the brand a Halloween Hero for condo-dwelling kids with a trick or treat campaign just for them.
The center of the campaign were unique characters inspired by chocolates and candies creating a spooky-and-sweet mini universe.
The campaign used targeted OOH, digital, and social...
...to get the message out to parents and families. Intercepting them before they made plans to leave the core to trick or treat or give up hope all together.
We also engaged an earned media approach by partnering with mom influencer, Michelle Jobin as spokesperson to the campaign with her first-hand experience of condo parenting life.
That Halloween, Hershey was a hero to condo dwellers and homeowners alike by showing how Halloween can be made sweeter with the right idea, and a little magic.
And the results spoke volumes:
- 10 million earned media impressions
- Extensive coverage on every major broadcaster
- 4.4 OOH impressions
Through Treat Street, Hershey’s expanded support of UNICEF bringing partnering with their ‘Halloween Hero’ campaign featuring their digital donation Halloween box to inspire today’s kiddos to engage in charitable fundraising.