Scharffen Berger reviews PR agencies

HERSHEY, PA: The Hershey Company is reviewing PR agencies for its premium Scharffen Berger brand.

HERSHEY, PA: The Hershey Company is reviewing PR agencies for its premium Scharffen Berger brand.

Jody Cook, director of PR for Hershey, confirmed the "closed" review and called it “a business decision to look for some fresh ideas.” The review was not prompted by a specific catalyst, she added.

“We haven't made any decisions yet, and we're very early [in the process],” Cook noted.

She said there are a number of ways the brand is now being supported, but declined further comment. The Bay Area-based PR firm, the MacKenzie Agency, worked with Scharffen Berger for more than two years, but its contract was discontinued last month, said president Karen MacKenzie.

Scharffen Berger, which is known for its high-cacao-content, signature dark chocolate bars, and baking products, was founded in San Francisco in 1997. Hershey acquired Scharffen Berger in 2005 – along with another San Francisco gourmet chocolate maker – for a combined price of more than $40 million. Earlier this year, the chocolate giant closed the popular Scharffen Berger chocolate factory in the Bay Area, but maintains a retail Scharffen Berger store in the area.

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