Hershey faced a Texas-sized challenge: H-E-B took a bite out of s’mores promotional season, cutting it by 4 weeks. Hershey needed to meet its yearly average of 6-pack sales and fill a $58K gap. Hershey played to H-E-B shoppers’ Tex-Mex tastes with This is How TEXAS Does S’mores, pairing classic s’mores fixings with audience appealing ingredients in placements throughout the shopper journey. With the additional help of influencer content and paid media, Hershey exceeded its goals and increased orders by 26.4%, retail sales by 25.3% and unit sales by 7.2%.This program won a BRONZE Effie!