Hershey, the iconic chocolate and snacks giant, has made a major move in its marketing strategy. The company has selected Publicis as its new agency of record for its entire U.S. portfolio, including candy, mint, gum, salty snacks, and protein products, according to a press release. This decision follows a comprehensive review of media strategies and marks a significant step towards centralizing Hershey’s media operations.
Newly formed team
To handle this massive undertaking, Publicis has created a custom team called MiltonONE, dedicated exclusively to Hershey. The unit’s name is a nod to Hershey’s founder Milton Hershey. This powerhouse group brings together top talent from across the agency network to provide tailored solutions for Hershey’s diverse brands.
“Unlocking value and growth for our brands”
Hershey is clearly excited about the partnership. “Publicis demonstrated leading expertise to accelerate key capabilities while unlocking value and growth for our brands at Hershey,” said Vinny Rinaldi, head of U.S. media, The Hershey Company. “Their strong focus on strategic planning, integrated investment, and data & technology enhancements will complement our internal integrated media capabilities as we propel Hershey into the future.”
Beyond chocolate
This move comes as Hershey is expanding its product line beyond chocolate into the snacking category. While this diversification has led to increased sales, the company has also faced challenges from rising inflation and consumer spending cuts. By centralizing its media efforts and leveraging Publicis’ data-driven approach, Hershey aims to navigate these challenges and maximize its marketing impact.
Winning streak for Publicis
Publicis is riding high on this win, adding to its impressive list of recent successes. The agency’s focus on data-driven marketing and its flexible operating model have made it a top choice for many brands. Earlier this month, The Lego Group named Publicis One its global media agency. As Hershey and Publicis embark on this new partnership, the industry will be watching closely to see how they redefine the future of snack marketing.
