The Hershey Company has announced plans to conduct a formal agency review for its entire U.S. media portfolio, covering the candy, mint, gum, salty, and protein business units. The review process will be by invitation-only, as stated by the company.
In 2021, Hershey appointed Horizon Media as its U.S. media agency of record for its core confectionary business. This review aligns with Hershey’s enterprise transformation and its goal to establish itself as a leading force in the snacking industry. Over the past few years, Hershey has expanded its brand portfolio through acquisitions, including Amplify Snack Brands, One, Fulfil protein bars, and Dot’s Homestyle Pretzels. With these additions, Hershey sees an opportunity to centralize media responsibilities.
Vinny Rinaldi, Hershey’s head of U.S. media, expressed the company’s vision to shape the future of media by building an integrated ecosystem to support its various business units. The Hershey media review will focus on areas such as connections planning, integrated investment and activation across all channels, as well as technology, analytics, and media operations capabilities. However, it will not extend to Hershey’s international markets.
The decision to conduct a Hershey media agency review of its U.S. roster underscores Hershey’s commitment to optimizing its marketing strategies and adapting to evolving consumer preferences. By consolidating its media efforts across multiple business units, Hershey aims to leverage synergies and streamline operations to drive growth and innovation in an increasingly competitive market.
Furthermore, the involvement of MediaLink in advising Hershey on the agency review highlights the company’s dedication to seeking expert guidance in navigating the complex landscape of media, marketing and Hershey’s social media direction. With MediaLink’s expertise, Hershey is positioned to make informed decisions that align with its long-term business objectives and strengthen its position as a leader in the snacking industry.
MediaLink, a media and marketing advisory firm, advises Hershey throughout the review process. A final decision on the agency selection is anticipated by the end of summer 2024. According to COMvergence, Hershey’s estimated U.S. media spend for 2023 amounted to $308 million.
