The Plume


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Driving Growth in a Digital First Culture: Hershey’s Marketing Evolution

Running any business holds tremendous responsibilities and is filled with celebrations and tribulations; but, running an iconic business - that has been around for well-over 100 years – brings a renewed sense of respect and legacy. When I joined The Hershey Company in 2015, I knew this was a once-in-a-lifetime opportunity. I was brought in to lead the U.S. confection business under a senior management team that was seeking a change maker who was willing to make strategic calls, take bold decisions and drive innovation.


I Love Peanuts and My Job is to Buy (A Lot of) Them

I’m proud to work for The Hershey Company.  One of the reasons I’m so proud is we have an amazing portfolio of confections which includes favorites such as Reese’s Peanut Butter Cups and Hershey’s Milk Chocolate.  And we use some great, fresh, high-quality ingredients – many of them grown right here in the United States. 


If It Makes the Dictionary, It Must Be Important

Every year Merriam-Webster, the word authority, expands its dictionary. The addition of new words not only reflects the evolution of the English language, but also signals when a topic has become mainstream or recognizable to the general public. This year, I took particular notice of one of those new words: food insecure.  It’s an important recognition of the 50 million Americans who struggle every day to get adequate nutrition (Source USDA) including 13.1 million children (source Feeding America).


Valentines: A Love Connection Through Baking

Valentine’s Day is synonymous with sweet treats – from heart shaped candies to your favorite baked goods, it’s a time to show your loved ones how much you care. Now more than ever a personal touch whether through handmade cards, crafts or baked goods are a way to express your love. At Hershey’s Kitchens, we’re chocolate dessert experts and have been spreading the love for more than 80 years.


Chocolate in C-Store: Expecting Growth in 2017

There is certainly consensus in the c-store community that snacking is growing. People are looking for more snack options and variety when they walk into c-stores across the country. But, what stays consistent is confection’s important role in broader snack wheel growth. When it may seem easier to chase the latest snack trend, remember that the chocolate bar will continue to deliver for you.


Can Standard be the New King of C-Store?

Did you know that if standard-size candy bars were considered its own category, it would be the 15th largest in the c-store channel? It comes in ahead of gum, novelty and fresh desserts and accounts for $1.4 billion in annual sales. What's clear to us is the health of the standard candy bar business in convenience is important to the overall success of the channel. With that in mind, it might be alarming to see that your standard-size-bar sales are declining year to date. As the steward of some of the most iconic standard-size chocolate bars in the world, and a relentless category advocate, me and my colleagues who are category strategy pros have identified proven actions that will turn this trend around. Let me share them with you. 


Winning in the Social Landscape: Connecting with Consumers Their Way

Social is ever-evolving. While small changes happen daily, we’ll quickly find the social landscape fundamentally transformed in the blink of an eye. Companies who are moving the needle are focused on remaining agile and sprinting forward as the finish line changes from one day to the next.


Kit Kat Brings Brand Jingle, Chance the Rapper to

It's no secret that the Kit Kat brand had a great 2016. From Chance the "Wrapper" to the Kansas State Kit Kat Thief, the brand has made waves with fans for pitch-perfect marketing and brand experiences. Retailers are reaping the benefits of impassioned fans who just have to get their hands on a Kit Kat bar.