Our team was asked to help overcome operator perception that Hershey’s is a candy company and finished dessert manufacturer – which limited their sales growth in the foodservice industry. The creative team developed a new communications plan with our Strategy and Research teams to align Hershey's as a branded ingredient company, continually increasing their sales by 10% annually with new accounts like Dairy Queen, Steak and Shake and The Cheesecake Factory.

Creative was developed to highlight the product Hershey's sells with insights and tools on how the operator can easily create unique menu items that are profitable for their restaurant.

Roles: Creative Direction, Photo Direction, Website Architecture, Website Production.
Unique format sales brochure that highlights the products Hershey's provides with hard-hitting numbers to support the choice of a known brand on a menu.
Full product brochure to highlight the ingredients available with hints of menu applications to inspire the audience.
The team created an information architecture that allowed for multiple target audiences—sales (direct, broker, distributor) and operators—to seek the information that was most relevant to them. The look and feel of the site were refreshed with a more modern look and cleaner appearance, highlighting our most valuable content. A CMS system was implemented to support rich content strategy, updates and future development.
Quarterly e-newsletter targeting four unique industry segments to highlight how Hershey's brand power can improve business.