Dive Brief:
- Mondelez International, Hershey Co., and The Kraft Heinz Co., have come together via social media to promote a dessert favorite which all three have invested products: the beloved camping treat, s'mores.
- The companies, along with agency Droga5, created a video that features a group of kids going on their first camping trip in a park in Brooklyn, wherein they run around playing and then end up huddling around a grill to eat their first s'mores.
- To showcase the three companies, the ingredients used for the s'mores include Hershey's chocolate, Kraft Heinz's Jet-Puffed marshmallows, and Mondelez's Honey Maid graham crackers.
Dive Insight:
As the fall and back-to-school season approaches, the season for summer camping —and s'mores — usually starts to fade. To combat this inevitable tapering and stretch out s'mores' time in the spotlight, Hershey, Mondelez, and Kraft Heinz decided that promoting their products as counterparts visibly on social media was the way to go. This partnership is nothing new for the three brands, as they've done similar campaigns since 2007, but this is the first campaign to be featured outside of retail stores.
The social media video went one step further and provided a narrative to incite both new and long-time s'mores lovers to enjoy the treat well after camping season comes to a close. In conjunction with that narrative, the companies have launched a social media campaign with the hashtags "#ShareSmore" and "#PickMe." With these hashtags, consumers who engage with the brands, could win prizes.