The Hershey Company, a renowned entity in the international snack market, has chosen “MiltonONE,” an exclusive team from Publicis, as their ‘Agency of Record’ for their U.S. range composed of candy, mint, gum, and salty/protein-based products.
“MiltonONE” is a specialized team within Publicis and is now responsible for Hershey’s U.S. product assortment. This decision speaks to Hershey’s recognition of “MiltonONE’s” innovative approach, aligning with their strategic vision to further the reach of the product lineup.
The assignment is the result of a detailed assessment of various media, with the goal of consolidating Hershey’s integrated media operations. This integration will not only streamline Hershey’s operations but also enhance its marketing decisions, bolstering their digital engagement and brand recognition.
Publicis has specifically organised MiltonONE to meet the varied brand requirements of Hershey.
Hershey and MiltonONE: Efficient marketing strategies
Composed of a wide range of skills from different departments within Publicis, the team’s objective is to drive brand growth and awareness through inventive marketing strategies.
They aim to amplify Hershey’s brand value in the market by strategic consulting, creative execution, and data analytics. Their collaboration is expected to pioneer new strategies, keeping Hershey ahead in a highly competitive market.
Vinny Rinaldi, Hershey’s U.S. media head, has publicly praised Publicis for their strategic planning, and progress in data and technology, stating their actions have opened new growth opportunities for Hershey’s brands.
During the assessment phase, Hershey received crucial advice from MediaLink, a media and marketing consultancy, which significantly steered their strategic decisions going forward. This advice was crucial in helping Hershey navigate the complexities of the contemporary media landscape.
As a prominent company, Hershey, with over 20,000 global employees, continues its 130-year-old tradition of fair, ethical, and sustainable practices managing an assortment of over 90 brands available in nearly 80 countries.
Always seeking innovation and conservation, Hershey is dedicated to offering high-quality products in an environmentally sustainable and socially responsible manner. The corporation stands committed to enhancing transparency and integrity, communicating its standards to partners and fostering a business environment that values these principles.
