Hershey and Mars Lead Easter Activity at Walmart

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Hershey and Mars Lead Easter Activity at Walmart

By Patrycja Malinowska - 04/02/2018

Confectionery giants Hershey Co. and Mars Inc. led Easter activity at Walmart, incorporating both in-store and digital tactics to reach shoppers at various points along the path to purchase.

Hershey coordinated messaging to give its peanut butter eggs from Reese's center stage. Well in advance of the April 1 observance of the Christian holiday, a March 3 email blast from Walmart invited shoppers to visit participating stores on March 10 for a taste of decorated versions of the eggs.

Display ads running on walmart.com supported with an "eggs to decor-eat" message. A "buy now" button linked to a branded e-commerce page showcasing "every bunny's favorites" from Hershey, including a Walmart-exclusive Kisses bunny box. Hershey's also commanded the leaderboard ad on Walmart's Easter landing page for a spotlight on Hershey's marshmallow eggs.

In stores, custom case stacks positioned on pallets located near checkout stocked the Reese's SKUs alongside Hershey's other Easter confectionery item: Cadbury eggs. Side panels on the displays depicted an Easter basket filled with Reese's SKUs or alternatively showcased the brand's eggs with a "the hunt ends here" message.

At some locations, account-specific half-pallet displays merchandised the egg products. The spring-themed displays were shoppable from three sides and outfitted with headers touting the SKUs. Other pallets also stocked seasonal SKUs from brands including Kit Kat and Whoppers Robin Eggs. Shelf trays and base wraps rounded out the P-O-P materials.

Hershey competitor Mars Inc. also maintained a presence in stores, deploying floorstands as well as custom case stacks that earned space on pallets in Action Alley and were bolstered with the retailer's themed price headers.

On walmart.com, the manufacturer ran display ads linking to a seasonal showcase inviting visitors to select the manufacturer's SKUs to "build your own eggs-cellent basket" before submitting the bundle to their shopping basket.

In other notable brand activity, Just Born's Peeps in some stores commanded the entire aisle to create an impressive pastel brand block. Brands such as General Mills' Lucky Charms and Ferrero's Kinder Joy also earned space on Walmart's seasonal pallets. A March 25 Twitter update supported the latter, which had given Walmart an exclusive U.S. launch window in the 30 days leading up to Christmas.

Walmart also leveraged the Easter occasion to promote its rapidly expanding Grocery Pickup service. A March 22 Twitter update promised a free "spring goodie bag" with orders placed March 24-25. Handled by sampling partner BrandShare, the bag included SKUs from Kraft Heinz Co.'s Capri Sun, Unilever's Dove Men+Care, Dole Food Co.'s flagship brand and Mars' Uncle Ben's Ready Rice.

The usual seasonal P-O-P materials, lifestyle content on walmart.com and themed circular features spotlighting many of the aforementioned brands as well as Walmart's private labels rounded out the retailer's campaign.

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