HERSHEY’S S’mores Tour
Heartwarming the World
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.
RESULT: 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.
Warmth on wheels
We designed the experience to be warm, welcoming, and ready for the road. The entire structure folded into a trailer small enough to be hauled by a pickup truck.
Cooking up conversations
We melted the distance between our guests at tabletop cookout stations, where folks could enjoy the timeless experience of roasting s’mores together. Each plate included a conversation prompt designed to spark laughter and connection.
Having s’more fun together
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.
A sticky success
The experience stuck—with 90% of visitors saying they enjoyed it, 66% planning to make s’mores more often with friends and family, and HERSHEY’S beating its retail sales projections.
Want to see more Hershey’s? Check out the accompanying TV spot.
