Major candy competitors Hershey and Mondelez International have called a temporary truce in order to make the most of the summer s’mores season, which, for brand-conscious consumers, require products from both multinational companies.
This week, in collaboration with the newly merged corporation Kraft Heinz, Hershey and Mondelez have launched a campaign to make the ideal name-brand s’more: Honey Maid graham crackers, Hershey chocolate, and Jet-Puffed marshmallows.
“To help spread s’more love, starting today through Friday, July 24, viewers are encouraged to share the video on Twitter with #ShareSmore and #PickMe, and describe their first s’more experience,” the companies announced in a joint press announcement. “As a thank you for spreading s’more love, Honey Maid, Hershey’s and Jet-Puffed will send s’mores kits to 100 participants so they can enjoy a s’more at home.”
In a video spot launched on Monday, July 20, New York City kids try out camping for what is presumably their first time ever, and get to witness the making of s’mores — although they’re in a public park, so a closed grill wins out over the classic campfire.
The goal, a brand manager said, is to extend the s’mores season beyond summer, as well as engage both new and old fans of the classic snack. As told to AdAge, it’s about figuring out “How do we get those people who make that first set of s'mores to make that second set of s'mores?”