Hershey's Chocolate

Putting Hershey's on the UK map.

Ask any American to name a chocolate bar and the immediate answer will be "Hershey's".

Making chocolate since 1894 and now the fourth largest manufacturer in the world, Hershey's is a national institution - there is even a town named after the brand in Pennsylvania! Imagine a town called Cadbury's in the midlands and you have some idea of the dominance within the US market.

This is a brand that is very serious about chocolate.

Hershey's is a classic 'endorser brand', supporting and underpinning such product brands as Kisses and Reese's Cups.

In converse proportion to its strength in the home market, Hershey's awareness and performance in the UK is inconsistent - very much 'punching under its weight'.

This is due to change.

Crazy Horse is working as Hershey's brand strategic partner, analysing and researching the UK market and defining appropriate positionings with an affecting proposition for Hershey's, Reese's Cups and Kisses - in preparation for major onslaught on the UK market with a national heavyweight TV campaign.

We have lived and breathed (and frequently, eaten) the brand.

Watch this space, the brand campaign wrapper is due to come off soon.