The foodservice industry is an intriguing mix of flavor, creativity, business, and engineering, and I am often called upon to bring these worlds together in B2B foodservice campaigns. For this one, Hershey Foodservice had just replaced its iconic tin can with a plastic pouch. The move was more efficient and sustainable in every way—but it was also a big shift for restaurant operators who had used the can for decades. These eblasts helped build excitement and buy-in with Hershey's customer base.