A mobile tour from May to September will bring s'mores made with Hershey's chocolate bars and two Kraft brands--Honey Maid graham crackers and Jet-Puffed marshmallows--to consumers across the
A joint promotional campaign by the two companies--featuring in-store merchandising and on-pack cross-promotion--breaks in April. National TV breaks at the end of May. An FSI
and an ad in Kraft's food & family magazine contribute to the campaign. A dedicated Web site, SmoresFun.com also supports the effort.
Hershey used the same URL for its own s'mores campaign last year, awarding a grand-prize "backyard s'mores package," including camping gear, a backyard fire pit, a picnic basket, board games and a s'mores kit--without specifying the brand of graham crackers and marshmallows. Five hundred first-prize winners got a Hershey-branded s'mores maker, an electric appliance that toasts marshmallows.