Hershey’s Kisses Sweet Reunions
We were asked to help Hershey’s Kisses Canada advertise for the first time in 20 years this holiday season. Rather than a product focused campaign, we used a brand act to help Kisses live their brand purpose - making life sweet.
We created the Sweet Reunions program, powered by GoFundMe. Kisses used their advertising budget to fulfill GoFundMe campaigns that reunited 14 Canadian families.
The campaign performed incredibly well for Hershey’s. Here is a snapshot of our social stats:
Ad recall: +7.9 pts
Message Association: +2.3 pts
Purchase Intent: +2.4 pts (+200% from norms, and this number rarely moves)
PRESS: Little Black Book, and Strategy Online
FILM
DIGITAL
To inspire others to give throughout the holiday season, we directed donors on GoFundMe to a page of curated reunion campaigns, so they could bring a family together for the holidays.
Surprise & Delight
When we fulfilled a campaign, we also sent Hershey’s Kisses for families to share.
The Stories
Helping reunite families was the cornerstone of this campaign. Here are some of their stories.
Client: Hershey’s Kisses Canada
Agency: Anomaly Toronto
Partner: GoFundMe
ACD: Jason Kerr, Marko Pandza
Art Director: Claire Barnette
Copywriter: Greg Seles
Producer: Kate Spencer
