Hershey Canada has named Craft PR its earned media and influencer agency of record.

Craft will support the full roster of the confectionary company’s brands, which include Reese’s, Twizzlers, Skor, Jolly Rancher and its flagship, eponymous brand, Hershey chocolate.

“Even in the early days of this new partnership, it’s clear that this is an organization that places a deep value on creativity, collaboration and fun – values that are incredibly close to our hearts,” says Lisa Pasquin, president and founder of Craft Public Relations. Pasquin says that like Craft, Hershey is on a mission to raise the bar in everything they do.

“Craft has seen steady year-over-year growth in the size of our team, and we expect to continue to scale to support this very exciting win,” Pasquin says.

The mandate is effective immediately. Hershey joins a client roster at Craft that also includes Nintendo of Canada, GE Appliances, Tim Hortons, Moosehead and MadeGood.

Hershey also works with FCB Canada as creative AOR and UM Canada as media AOR.

In July, the confectionery announced it had boosted ad spend 15% in Q2, and says it plans to continue momentum through the rest of 2023.