Hershey is looking to help people who are neglecting their family photo duties ahead of Family Day.
The confectionery has created a limited-edition box of chocolate, one that instantly transforms into a tripod, making it easy to snap a hands-free family selfie. Buyers will will have a chance to win the LTO box on the brand’s Instagram channel. The accompanying creative offers the simple injunction, “turn Family Day into Family Photo Day.”
“The vast majority of parents say that just looking at family photos can help strengthen both a child’s sense of connection to their family – and a parent’s sense of self,” says Paloma Bentes, Hershey Canada marketing director. “But for today’s busy families, capturing life’s sweetest moments with everyone together can be quite difficult. That’s why we’re inviting every Canadian family – no matter their Family Day plans – to take a moment this long weekend to capture a sweet memory together.”
Brand research confirmed that 72% of parents say it’s a real challenge to get pictures of their whole family together.
One barrier to great group shots, the company says, is simple logistics. More than half of respondents say family photos are often incomplete just because one person has to take the photo, while Canadians estimate that only about a third of photos in caregiver’s phones feature their whole family together.
Bentes says when your kids look back on these photos years from now they won’t be seeking out pictures of their younger selves, they’ll be looking for family memories.
“I hope Family Day becomes an annual reminder to all Canadians of what a powerful role photos can play in bringing families together,” Bentes says. “And I hope our Family Photo Day box plays just a small role in helping make the day a little sweeter.”
The Family Photo Day campaign includes earned influencer and media relations led by Craft PR, which Hershey named as its earned media and influencer agency of record last summer.
The work includes a national contest offering consumers the chance to win the limited-edition Hershey’s Box, custom digital content with media buys across such social media platforms as Meta and TikTok, and advertorial partnerships with Chatelaine and Today’s Parent.
Hershey was active over the recent Super Bowl weekend, showcasing Reese’s Big Cup peanut butter cups in a streaming/OLV/YouTube spot voiced by super-fan Will Arnett, with a social effort including boosted posts on Meta, TikTok and Snapchat.
UM Canada led the Family Day campaign’s paid media social media activity. UM Canada is also involved in the media strategy for Reese’s Big Cup peanut butter cups for the Super Bowl.
