The Hershey Company is set to initiate a formal agency review for its comprehensive U.S. media ecosystem, inclusive of the U.S. candy, mint and gum (CMG), salty and protein business units. The agency review will be by invitation-only, according to a statement by the company.
Hershey named Horizon Media as U.S. media agency of record for its core confectionary business in 2021.
The review is part of Hershey’s enterprise transformation as well as its intention to become a leading snacking powerhouse. Since 2018, Hershey has acquired a variety of brands, including Amplify Snack Brands, One and Fulfil protein bars and, most recently, Dot’s Homestyle Pretzels. These brands join Hershey’s suite of iconic confectionary brands and provide an opportunity to centralize responsibility for media.
“We have the ability to shape the future of media at Hershey by creating an integrated media ecosystem to serve our confectionary, salty and protein business teams,” said Vinny Rinaldi, head of U.S. media for Hershey. “We want to ensure media continues to operate and thrive as a growth engine for Hershey.”
The focus areas of the review will include connections planning, integrated investment and activation across all channels, as well as technology, analytics and media operations capabilities. This review will not include Hershey’s international markets.
Hershey is being advised by the media and marketing advisory firm, MediaLink. A final decision is expected by the end of summer 2024.
The estimated 2023 U.S. spend for Hershey is $308 million, according to COMvergence.