Hershey’s

Hershey’s is a classic Americana heritage brand that people associate with nostalgia and childhood. My work was to help them modernize a 125-year-old portfolio of iconic chocolate brands like Masterbrand, Bars, Kisses, Chipits, Reese's, Twizzlers, Brookside, Jolly Rancher and Oh Henry! 

Reese Beyond Words Billboard

Words are no match for Reeses’s incomparable combination of peanut butter and chocolate. To eat a Reese Cup is to experience happiness so deep, profound and all-encompassing that language is incapable of truly doing it justice. To describe it with mere words would trivialize it. The experience is simply beyond words, which is why none were needed for this epic Toronto billboard.

The Reese Society

As Canada’s top chocolate brand, Reese has a swath of loyal fans. Reese wanted to create a tangible manifestation of that brand love while also strengthening its connections to existing fans. We created a secret society, dubbed The Reese Society, to reward the brand’s most loyal fans. The catch? Fans had to show their love of Reese, by doing things like painting its logo into their nails, changing their Instagram handle to include the brand’s name or writing and performing a song about Reese. Within two weeks of launching the campaign, Reese’s Instagram and Twitter followers grew by 17% and 15%, respectively, while the website garnered a clickthrough rate that was 87% higher than the brand average.

Oh Henry! Level Up

Oh Henry! Level Up was the first ever bar designed for gamers. The goal was to make the brand relevant with millennials by infiltrating the world of video games. Level Up gave gamers a delicious way to satisfy their gaming hunger while boosting their in-game experience with NBA2K21. Each bar wrapper contained a code with XP points for an in-game boost, allowing players to level up their skills while they refueled from the comfort of their gaming chair.