Objective
As the Halloween candy leader, Hershey wanted to promote Reese’s and Kit Kat brands as well as their assortment bags throughout the month of October to help people shop the season through new and different circumstances as a result of the pandemic. This campaign had two goals. Their primary goal was to drive sales measured by “add to cart” behavior with a secondary goal of brand awareness to ensure Hershey brands were top of mind through the Halloween season.