HERSHEY, PA: Chocolate giant The Hershey Co. has issued an RFP seeking one or more PR agencies to handle corporate, brand, and internal communications for the US and key growth markets.
Hershey, which manufactures more than 80 candy brands worldwide, including iconic sweets such as Hershey's, Reese's, Jolly Rancher, and Twizzlers, sent out an RFI for its communications business last May.
Anna Lingeris, senior manager of brand PR and consumer engagement at the company, said Hershey sent the RFP to select agencies. It expects to make a decision by this summer, she added.
In addition to the US, the winning firm will work on Hershey's communications efforts in China, Mexico, India, and Brazil, Lingeris said.
Hershey has not decided if it will select one or multiple agencies for the business because the company is “looking for the best fit through many disciplines.”
Additional information on the review process, such as a prospective budget, was not disclosed.
Last May, sources told PRWeek that at least 14, but no more than 20, agencies were invited to submit proposals. Lingeris previously said that Hershey invited incumbent agencies, such as JSH&A Public Relations, as well as firms it has worked with on social or corporate efforts, to send submissions.
Hershey reported a 24% jump in profit in the fourth quarter of 2013 to $186.1 million, attributing it in part to a strong holiday season in North America. Sales were up 12% to $1.96 billion in the period, year-over-year.
Earlier this month, media outlets reported that Hershey is planning to hire a senior manager for foresight activation, focused on converting trends into opportunities for the company.