When The Hershey Company used AI to drive its media placements in a recent campaign, it not only sold more candy but also gave the confectionary brand an advantage in its negotiations with retailers.
Hershey’s partnered with Chalice Custom Algorithms for a Halloween campaign, a make-or-break period for candy brands, that incorporated its sales data. The brand served more ads in real time to markets where candy wasn’t selling and fewer ads to locations where Hershey’s was already flying off shelves.
The strategy sold candy so effectively that the brand’s sales team used it as leverage during negotiations with retailers, said Vinny Rinaldi, Hershey’s head of media and analytics at the Possible conference in Miami Beach.
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