Easter seasonal sales were decliningand research discovered there wasn’t a lack of interest in Easter but rather, there was a tension: Moms wanted to create family traditions but lacked time and inspiration to take action. We needed to engage Mom and re-solidify Hershey’s place as a top Easter brand at Walmart. The “Be So Egg-stra” campaign inspired Mom with seasonal ideas that were fresh, on-trend, impressive, and surprisingly easy. REESE’S and CADBURY achieved double digit sales growth, increased trips and contributed to Walmart’s overall seasonal share increase.This program won a SILVER EFFIE!