Film contest to sell chocolate

HERSHEY, PA: The Hershey Company 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 on April 17.

HERSHEY, PA: The Hershey Company 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 on April 17.

Deanna Killackey, account supervisor for JSH&L, the Oakbrook Terrace, IL-based PR agency handling the PR component of the campaign, said consumers will be asked to submit their own 60-second commercial showcasing the lengths they and their friends would go to, to get a Take 5 candy bar. The winner receives $10,000.

"The promotion will run for the entire summer," Killackey said. "There will also be a celebrity who will be helping to judge the contest entries."

That celebrity, who Killackey said would most likely be an actor or director, will be announced when the promotion begins next month.

This is not the first time JSH&A has worked with Hershey's. Killackey said most recently it worked on the snack and food company's Ice Breakers and Smores campaigns. The agency also worked on the 2005 Take 5 campaign.

Other components of the campaign include TV commercials debuting this month on various national and cable television networks including NBC, CBS, UPN, SPIKE, Comedy Central and TNT. In-theatre promotions, movie theater sampling, online advertising, and a buzz marketing effort will all launch throughout 2006. There will also be an interactive Take 5 arcade crane game online at Thegreatestcandybarever.com. Arnold Worldwide, New York, is handling the advertising components.

Hillackey said she could not disclose the dollar amount for the PR portion of the campaign.

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