Hershey Brand Case Studies

HERSHEY BRAND CASE STUDIES

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

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

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

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