Hershey’s S’mores
Experiential Tour
Contribution: Concept, creative direction, copywriting
Remember that warm feeling you used to get when you roasted s’mores with friends and family? Hershey’s wanted to spark that feeling everywhere. So we built a touring s’mores experience and brought it to family-friendly events, festivals and fairs across the country.
Structure
We designed and built the structure, which folded into a trailer small enough for a pickup truck.
Roasting stations
Guests roasted their own s’mores at tabletop cookout stations. Each plate included a conversation prompt, meant to get people smiling and connecting.
Sculpture and games
We designed engagements that encouraged people to have fun and hang out. Kids of all ages posed with the s’more sculpture, played Connect S’more, and took a crack at S’more Jenga.
S’mores cycles
We equipped bicycles with food storage and roasting equipment, so we could take the fun anywhere.
Results
Over 47 thousand guests joined us on our first tour and Hershey’s beat retail sales projection by 28%. The Effie Awards named this experience as a Seasonal Marketing Category Finalist.
TV Spot
Contribution: Concept
In modern America, many people don’t really talk to their neighbors anymore. We decided to change that, for one neighborhood, through the magical, heartwarming power of s’mores.
This idea began as a launch stunt for the Hershey’s S’mores Tour. My agency developed and pitched this concept. Hershey’s produced it independently and turned it into their lead TV campaign for the year.