Hershey®'s Milk Chocolate Bars, Honey Maid® Grahams and Kraft Jet-Puffed® Marshmallows Launch Summer-Long Co-Branded Outreach
HERSHEY, Pa. - February 26, 2007 - The Hershey Company and Kraft Foods Inc. today announced a summer-long celebration of S'mores, the classic combination of Hershey®'s Milk Chocolate , Honey Maid® Grahams and Kraft Jet-Puffed® Marshmallows. The co-branded campaign will include national advertising, a joint FSI, joint in-store merchandising, consumer promotions and sampling during a national mobile marketing tour. The tour and co-branded S'mores outreach will begin in April 2007.
"This celebration combines the three essential S'mores ingredients for consumers and provides a complete merchandising package for our retail customers to help them increase sales," said Michele Buck, Chief Marketing Officer, the Hershey Company. " Hershey's Milk Chocolate is an icon, and S'mores are a classic summer treat. We are excited to be partnering with Kraft's Honey Maid Grahams and Jet-Puffed Marshmallows to help celebrate the 80-year tradition of S'mores with a summer-long consumer promotion."
The Honey Maid and Jet-Puffed brands will be integrated into the Hershey's Milk Chocolate bar national S'mores television spot, which is scheduled to begin airing at the end of May. A mobile tour scheduled for May through September will offer consumer sampling. The partnership extends to include cross promotion on packaging, joint point-of-sale materials, in-store coupons, a full page national FSI, a full-page ad in the Kraft Food & Family magazine and a joint consumer website featuring classic and contemporary S'mores recipes (www.smoresfun.com).
About The Hershey Company
The Hershey Company (NYSE: HSY) is the largest North American manufacturer of quality chocolate and sugar confectionery products. With revenues of nearly $5 billion and more than 13,000 employees worldwide, The Hershey Company markets such iconic brands as Hershey's, Reese's, Hershey's Kisses, and Ice Breakers. Hershey is the leader in the fast-growing dark and premium chocolate segment, with such brands as Hershey's Special Dark, Hershey's Extra Dark and Cacao Reserve by Hershey's. Hershey's Ice Breakers franchise delivers refreshment across a variety of mint and gum flavors and formats. In addition, Hershey leverages its iconic brands, marketplace scale and confectionery and nut expertise to develop and deliver substantial snacks, including Hershey's and Reese's single-serve cookies and brownies, and value-added snack nuts, including Hershey's Milk Chocolate Covered Almonds and Hershey's Special Dark Chocolate Covered Almonds. Hershey also offers a range of products to address the health and well-being needs of today's consumer. Hershey's and Reese's Snacksters offer consumers great-tasting snacks in portion-controlled servings, while Hershey's dark chocolate offerings provide the benefits of flavanol antioxidants. In addition, Artisan Confections Company, a wholly owned subsidiary of The Hershey Company, markets such premium chocolate offerings as Scharffen Berger, known for its high-cacao dark chocolate products, Joseph Schmidt, recognized for its fine, handcrafted chocolate gifts, and Dagoba, known for its high-quality natural and organic chocolate bars. Visit us at www.hersheynewsroom.com.
About Kraft Foods Inc.
Kraft Foods (NYSE:KFT) is one of the world's largest food and beverage companies. For more than 100 years, we've offered consumers delicious and wholesome foods that fit the way they live. Millions of times a day, in more than 150 countries, consumers reach for their favorite Kraft brands. Whether it's breakfast, lunch, dinner or a snack, consumers at home and on the go choose: Kraft cheeses, dinners and dressings; Oscar Mayer meats, DiGiorno pizzas, Oreo cookies, Ritz crackers and chips, Philadelphia cream cheese, Milka and Cote d'Or chocolates, Planters nuts, Honey Bunches of Oats cereals, Jacobs, Gevalia and MaxwellHouse coffees; Capri Sun, Crystal Light and Tang refreshment beverages; and a growing range of South Beach Diet and better-for-you Sensible Solution options. Visit us at www.kraft.com.
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Contact:
Cheryl Georgas
630.932.7914
Kirk Saville
717.534.7641
Laurie Guzzinati
Kraft Foods
973.503.4671
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