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Hershey conducts Flying Snack Cupboard promotion

Candy company Hershey Canada recently conducted a promotion for a new product called the Reese Outrageous chocolate bar. Developed by Mosaic, the promotion made use of a container resembling a snack cupboard and carried by a drone. Called “The Outrageous Flying Snack Cupboard,” the installation was used to deliver surprise product samples to three people working outside their houses: a construction worker, a lifeguard and real estate agent. The event is being supported with social media advertising on Facebook and Instagram. Media work is being handled by UM Canada.

“At Reese, we’re all about bringing people to their happy place,” said Azim Akhtar, marketing manager for the Reese brand. “With the challenge of promoting a new chocolate bar in the middle of a pandemic, we knew we had to do more than just make another ad. We wanted to do something that was culturally relevant. When we thought about the reality of today’s world where many of us are working from home, we realized one of the benefits is having unlimited access to snacks and treats. But that got us thinking about the people who haven’t been able to work from home. With The Outrageous Flying Snack Cupboard, we combined a classic kitchen snack cupboard with the latest drone technology to surprise workers on location and bring their happy place to them, wherever they are.”

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