Hershey Brand Case Studies

HERSHEY BRAND CASE STUDIES © 2018 CRN International Kit Kat & Coffee Driving new usage occasions Hershey wanted to increase household penetration and sales among infrequent users by driving a specific usage occasion—coffee breaks. CRN’s plan helped it leverage merchandising and drive sales through strategic c-store customers in dozens of local markets. • Retailer-shared spots • On-air contests and promotion • Station personality talk-ups and product placement • Digital and social integration Results: Double-digit incremental sales lifts every year the campaign ran, along with millions of dollars’ worth of merchandising at c-store accounts © 2018 CRN International Reese’s Putting radio to the flexibility test CRN helped the Reese’s Franchise meet a range of yearlong objectives, including keeping the brand top of mind, driving impulse sales, supporting a new product launch, and driving consumer engagement. It also wanted to drive activation among key local retailers. • Aligning with yearlong communication pillars • Incorporating NCAA and EA Sports content • Aggressive merchandising initiative, including fountain at c-store • Tied to local markets and participating retail customers • On-air consumer promotions Results: $4.1M incremental merchandising across multiple classes of trade; contributed to 37% increase in incremental sales versus radio the previous year © 2018 CRN International 3 Breath Savers Rejuvenating an older-skewing brand Breath Savers was expanding its core target to a younger demo and needed to boost sales at c-stores with placement of counter units. CRN created a campaign surrounding the concept of “great saves”— that Breath Savers can be bought in the nick of time at c-stores to save you from social embarrassment—while integrating c-stores to incentivize participation in the trade program. • Retailer-shared spots • Fun multiple-choice on-air contest based on “great saves” in history featuring thematic prizes • Product placements in station personality chatter • Station weather and traffic sponsorships Results: 9,190 counter units placed and attributable brand sales growth of +8 during the campaign, the first positive 4-week trend in 2½ years © 2018 CRN International Jolly Rancher and Froster Teaming Up with Circle K for Secondary Display Jolly Rancher was looking to secure secondary display from Circle K without having to pay extra for it. CRN created a trade marketing campaign that integrated a special Circle K offer into Jolly Rancher messaging on the radio, a key medium for driving c-store traffic. • 30/30 retailer-integrated brand spots • Station personality reads • Consumer sweepstakes • Short reminder messages Results: Dollar sales of Jolly Rancher increased 146% and unit sales increased 136% during the campaign © 2018 CRN International 5 Twizzlers Summer Leveraging media for retail performance Twizzlers needed to make up for prior-year losses in the food category of trade, and as part of its comeback strategy it needed to extend in- store merchandising to cover more of the crucial summer sales period. • Retailer-shared spots leveraged for incremental retail merchandising • Radio station appearances at retail • Station personality talk-ups and live reads • High frequency push messaging Results: Increase in duration Sales increases for +24% base sales and variety of retail participating retailers 3 to 1 +13% incremental sales merchandising outpaced non-participating retailers during campaign period © 2018 CRN International ROLO Pretzel Delights Activating ingredient displays at Walmart To increase sales during the holidays, Hershey decided to market ROLO as a key ingredient for a special holiday treat. As part of the plan, it needed a way to negotiate branded ingredient displays of pretzels, pecans and ROLOs at Walmart. • Retailer-shared spots • Station personality sampling and endorsements • Thematic listener contests • Holiday music sponsorships Results: Walmart stores in markets with radio support had a 20% increase in ROLO sales versus stores in non-radio markets—despite out-of-stocks © 2018 CRN International Presented by Patrick Leeney 651-470-8680 [email protected] crnradio.com The information in this document is proprietary to the transaction between CRN and the recipient. Each party agrees to retain in confidence and require its employees to retain in © 2018 CRN International confidence the information enclosed. Each recipient further agrees to not disclose information to any person, consultant or representative without the express written permission of CRN International, Inc. Recipient agrees not to use or implement any concepts and ideas contained in this proposal without the consent of CRN International, Inc..

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