HERSHEY'S MARKETING PROGRAM GETS SWEETER

HERSHEY, Pa. -- Hershey Foods Corp. is backing what it calls its largest consumer promotion with $10 million in advertising and promotion.The campaign marks a "subtle shift" in marketing for Hershey in that it relies heavily on advertising. Other than a few seasonal events, Hershey has not focused on advertising, Bill Stamey, director of marketing, Hershey Foods, told Brand Marketing. Support includes

HERSHEY, Pa. -- Hershey Foods Corp. is backing what it calls its largest consumer promotion with $10 million in advertising and promotion.

The campaign marks a "subtle shift" in marketing for Hershey in that it relies heavily on advertising. Other than a few seasonal events, Hershey has not focused on advertising, Bill Stamey, director of marketing, Hershey Foods, told Brand Marketing. Support includes prime-time and daytime television, cable, retail point-of-sale, grassroots marketin

Register to view the full article