For decades, Hershey’s had advertised all of its products separately – syrups and bars and Kisses – with ads that focused on what was inside of the wrappers, rather than the stories that came out.

In 2016 Hershey’s made the decision to unite these iconic brands under a single MegaBrand approach. We worked, tested, and double tested a pillar strategy that could hub all of these iconic brands, and landed on an approach that came to life via our “Hello Happy” campaign.

The launch video, “My Dad”, caught the eyes of over 2.8 million viewers (and counting), and the campaign is continuing to roll out in the traditional, digital and social realms.


Arnold Worldwide
2016 D&AD Pencil - Film & Advertising