Hershey ups Take 5 effort

HERSHEY, PA: The Hershey Co. is launching an integrated marketing initiative for its Take 5 candy bar this month. The PR promotion, which centers on a national film contest, kicks off April 17.

HERSHEY, PA: The Hershey Co. is launching an integrated marketing initiative for its Take 5 candy bar this month. The PR promotion, which centers on a national film contest, kicks off April 17.

Deanna Killackey, account supervisor for JSH&A, the Oakbrook Terrace, IL-based PR firm handling the PR portion of the push, said consumers will be asked to submit 60-second commercials showcasing the lengths to which they and their friends would go for a Take 5 bar. The winner receives $10,000.

Killackey said the promotion will run through the summer and that a celebrity will help judge the entries.

That star, who Killackey said would likely be an actor or director, will be revealed when the promotion starts next month.

Killackey said JSH&A also worked on Hershey's Ice Breakers and S'mores campaigns, as well as the 2005 Take 5 push.

Other components of the campaign include TV commercials debuting this month on various TV networks, including NBC, CBS, UPN, Spike TV, Comedy Central, and TNT. In-theater promotions, movie theater sampling, online advertising, and a buzz marketing effort will all launch this year. Arnold Worldwide, New York, is handling the ad components.

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