Walmart Media Group logo

Hershey's – The sweet taste of success

2019
Background

Hershey’s had lofty goals for 2019. The brand wanted to maintain strong sales all year and own two critical seasons for candy: Easter and Halloween.

Goals
  • Maintain share of voice
  • Maintain sales momentum
  • Increase seasonal sales
  • Gain new customers
Solution

An integrated marketing plan combining omnichannel Always On and Pulse ad strategies, including early support of Easter as well as Halloween sponsorship, developed by Walmart Media Group in collaboration with Walmart category merchants and Hershey’s.

Summary

In February, Hershey’s launched its Easter campaign on Walmart. The campaign was so successful that Hershey’s increased its Halloween spend to 10 times that of 2018, including investing in the brand’s first homepage takeover, to be Walmart’s first Halloween sponsor. The brand built on that success with a Holiday campaign.

 
TimingFebruary - November 2019
ChannelsWalmart.com

Walmart apps

Mobile

Across the web (select sites and social media)
TacticsAlways On search

Omnichannel media plan

Seasonal sponsorship with homepage takeover
Takeaways
  • Maintain sales momentum and share of voice year-round with an Always On strategy.
  • Work closely with Walmart Media Group to develop Pulse campaigns and ensure your assortment is available at the right time.

Bags of Hershey's candies

Recommended insights

Toys

Mattel – Barbie® and Hot Wheels® take off

Pets

Nestlé Purina – Beefing up their Walmart partnership

marketing

Year in review & what's ahead in 2020

Walmart Spark icon

Evolve your business.

The  evolution is happening, and you can be at the forefront of it all. Join Walmart Media Group and put our partners, expertise, and data to work for you.