Anniversary Campaign

Winner: Hershey's and Hill & Knowlton

Campaign: Hershey's Kisses Walk the Red Carpet

The Mission:

With the help of Hill & Knowlton, the Hershey's communications team set out to organize a kick-off event in 2006 to create buzz around the 100th anniversary of Hershey's

Kisses in 2007. The anniversary campaign needed to build awareness that could be sustained throughout year, and to inform consumers of the company's commitment to charitable

giving.