OUTFRONT x Hershey’s
2025 Advertising Strategies

Creative Director: Eddy Herty Designers: Drew Bolen, Eddy Herty, Mike Moss, Heidi Rodinsky, Sandra Spahic

These speculative campaigns show a small sampling of how Hershey’s could own a seasonal moment, drive in-store sales, and create regionally and nationally relevant experiences. All while keeping the brand’s playful personality front and center.

Strategy 1:

Supporting Seasonal

This campaign effectively leverages Halloween’s spooky-fun feel to make Reese’s PB&J Big Cup feel like a special, anticipated seasonal treat. The playful visuals, themed tagline, and strong connection to Halloween candy traditions make it a timely, attention-grabbing, and memorable campaign idea.

Strategy 2:

Driving to retail

Geo-targeted advertisements put your message exactly where your audience lives, works, and plays. Delivering a more personal, more relatable, and more effective campaign. This campaign leveraged geo-targeting to showcase recognizable iconic, state-specific traits, and spotlight local retailers carrying the product. Exploring adaptability across both national and hyper-local contexts.

Strategy 3:

Amplifying PArtnerships

This campaign extends into co-branded promotions, influencer collaborations, and digital activations. The design system was built to be flexible, ensuring that the look and feel remained cohesive no matter the channel.