Hershey Reconsiders Ad Strategy

NEW YORK — Hershey Foods Corp. is re-evaluating the advertising strategies behind core brands Hershey’s Chocolate Bar, Hershey’s Kisses and Reese’s Peanut Butter Cups, sources said. Ogilvy & Mather in New York handles the three brands. Fellow roster shop DDB is said to be participating in the process.

“This is not a traditional agency shootout where each side is being asked to formally pitch new campaigns,” said a source close to the discussions. “Hershey has established this as a series of informal discussions as it tries to assess whether they’re getting the best value and creativity for their core brands.”

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