Hershey Foods Corporation is giving America a lift with the rollout of an integrated consumer promotion intended to drive retail traffic and increase sales following the holiday season.
Beginning January 7 through January 31, Hershey will be giving away "25 SUVs in 25 days," awarding one brand new Jeep Liberty SUV each day to a lucky consumer.
With an advertising and promotional budget over $10 million this is the largest promotion of its kind that Hershey has ever undertaken.
Winners will be selected through a nationwide spotter program during which consumers in the vicinity of a randomly selected retail location, which sell Hershey products, will be asked to produce a Hershey candy product wrapper bearing a Hershey trademark or a card with the name of the promotion in order to win the Jeep(R) Liberty(R) SUV. Consumers will have another opportunity to drive away with a new SUV by participating in a national online sweepstakes at www.hersheys.com.
Starting with a national FSI that drops on January 6th, the promotion is being supported by national television and radio advertising, retail point-of-sale, grassroots marketing, public relations and Internet marketing.
"We wanted to do something different that would create some real excitement for our brands following the holiday season. This promotion is further evidence of Hershey's commitment to finding new and innovative ways to drive business forward for both our retailer partners and consumers. This concept tested very well among consumers so we are confident that the campaign will encourage in-store traffic and boost sales of Hershey's confectionery products while helping to lift the category overall," said Wynn Willard, Senior Vice President and Chief Marketing Officer of Hershey Foods Corporation.