First up are two in-store/digital campaigns I co-conceived and wrote for Reese's which won Hershey's business for my agency in November 2018.
The client gave us insight that a large percentage of Reese's consumers habitually leave work to purchase Reese's (Minis Unwrapped) at or around 3 pm. The client wanted agencies to pitch occasion-based campaigns with this specific timeframe in mind, designed for placement within national grocery and drugstore chains.
This first campaign entitled "Stock Your Stash" is all about reminding shoppers to habitually refill that snack drawer they have within their office/cubicle.
In keeping with Reeses' "Not Sorry" tagline (yes, that's Reeses' slogan—who knew?), we created a 3 o'clock happy-hour occasion for Reese's eaters to shamelessly embrace their afternoon snacking habits.
The client really wanted a partnership or cross-promotion and our research found cross-indexing between Reese's consumers and Dr. Pepper consumers. So with the blessing of both Dr. Pepper/Snapple Group and Hershey, we created Not Sorry Hour.
The client really wanted a partnership or cross-promotion and our research found cross-indexing between Reese's consumers and Dr. Pepper consumers. So with the blessing of both Dr. Pepper/Snapple Group and Hershey, we created Not Sorry Hour.
The following is a campaign I developed for Hershey's Kisses' under their "Heartwarming the World" tagline. The idea was to create a simple family ritual connecting Hershey Kisses with the random acts of kindness enacted by families every day.
Fun fact: Hershey never uses the singular "Kiss" in their Kisses marketing. Always "Kisses." Writing for Kisses while avoiding the word "Kiss" at all costs is an unusually frustrating, though admittedly interesting exercise.
And lastly, here's a retail campaign I developed for a partnership between KitKat and Keurig which was used across various U.S. grocery chains. We were tasked with promoting the duo as the perfect, most delicious afternoon pick-me-up. My "Have Your Break & Drink It Too" line of materials were used in Publix and Kroger locations throughout the country in 2019 and early 2020.
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