Hershey Launches US Media Agency Review

It will encompass all paid services for the company's candy, mint and gum brands

Photo of a Hershey Company building
ID Comms is advising Hershey on the review process, with a decision expected sometime in Q2 of 2021. Getty Images

Candy giant Hershey is reviewing its U.S. media agency roster.

The review will encompass services across all paid media, including linear, digital, social, programmatic and retailer, for Hershey’s U.S. candy, mint and gum business. Media responsibilities for Hershey-owned Amplify Foods and ONE brands for Hershey’s international markets will not be part of the process. ID Comms is advising the company on the review process, with a decision expected sometime in Q2 of 2021.

Hershey launched the review in light of rapid changes to the media landscape and is searching for partners to best compliment its in-house team, according to a statement.

“With the evolution of media and transformation to an omnichannel world, we want our chosen partners to add to our strong internal skills and continue to ensure that our media investment remains an engine for growth,” Charlie Chappell, The Hershey Company’s head of media, said in a statement.

Hershey has previously worked with a variety of media agency partners, including IPG media agency UM and Dentsu’s Accordant, as well as handling a portion of its media buying in-house. Accordant and UM have been invited to participate in the review, according to sources familiar with the process. The company has invested heavily in creating a sophisticated internal media team in recent years. Earlier this year, Hershey hired Amy Good from Nestlé, who was recently promoted to director, integrated media.

The Hershey Company spent nearly $480 million across all of its brands last year, and over $211 million in the first six months of 2020, according to Kantar Media. The vast majority of this spending was in the candy, gum and mints category. Hershey spent nearly $467 million on media across the category last year and a little over $200 million in the first six months of 2020, down from over $224 million during that span in 2019, according to Kantar Media. As previously noted, Hershey handles a portion of its media account in-house.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.