Reggie Case Study: “Dia De Los Muertos with Hershey & H-E-B”


Marketer: Hershey Co.

Agency: TPN

Reggie Category: Local, Regional or Market Specific Marketing (Gold)

Candy is not normally part of the Dia De Los Muertos Mexican holiday tradition, but 2020 was hardly a normal year. Texas retailer H-E-B cut its factory order of Halloween-specific SKUs by 18.3% — a huge blow to Hershey, which depends on the confection-heavy season for a significant amount of its sales. Looking to close the gap, Hershey and agency TPN sought out to capitalize on the popularity of Dia De Los Muertos with H-E-B’s core audience of Gen X female Hispanic shoppers in a unique and engaging way.

Celebrations for Dia De Los Muertos (which translates to “Day of the Dead”) typically feature skull makeup and folk art. Hershey used this tradition as the inspiration for its Sugar Skull Candy Tray, an assortment of Hershey’s candy assembled in the shape of a colorful skull. The DIY solution — built with simple kitchen supplies such as a baking sheet and parchment paper, along with various Hershey candies — was easily modified and personalized to make it simple to incorporate into their celebrations and family traditions.

Hershey promoted the program across the path to purchase. A landing page at included directions for the tray and easy-to-follow instructions for traditional paper flowers to add vibrancy to the sugar skulls, along with a coupon offer and add-to-cart capability to make it easier to buy. Hispanic regional influencers aggregated their content into the landing page, and influencer content was amplified across Facebook and Instagram. In-store merchandising included a high-impact bin display and small, at-shelf signage in candy aisles.

As a result of the program, Hershey closed its $1.2 million sales gap and went above and beyond, selling an incremental $146,000. The company also sold 100% of the incremental party bags sold in, shattering its 92% sell-through threshold, achieving 121.4% sell-through at H-E-B.