Hershey Foods Corp. last week launched a $10 million-plus instant-win game that diverts from the Hershey, PA-based candy maker's standard on-pack strategy by sending "mystery spotters" into stores.
The 25 SUVs in 25 Days will give away just that through Jan. 31, as the spotters approach random shoppers at retail locations that sell Hershey products. (A 26th SUV will be awarded to a consumer who enters via mail or the Internet.) Shoppers who can produce anything with a Hershey logo on it win a Jeep; others win $25 Hershey gift certificates. (There will be 2,500 winners in all).
"We wanted to do something different that would create some real excitement for our brands following the holiday season," says Wynn Willard, Hershey's chief marketing officer.
The campaign is getting support from an FSI (which hit Jan. 6), TV and radio spots, P-O-P materials, online activity at hersheys.com, and p.r. efforts. The Guild Group, White Plains, NY, handles.
