Why Hershey’s first campaign in 8 years kicks off with an Olympics tie-in

Core Insights - Hershey's has launched its first major creative campaign in eight years, titled "It's Your Happy Place," ahead of the 2026 Olympic and Paralympic Winter Games, with a 20% increase in the marketing budget to support this initiative [1][11] - The campaign emphasizes happiness as Hershey's core mission, featuring Olympic and Paralympic athletes sharing personal stories about their journeys toward gold and happiness [2][10] - Limited-edition chocolate medals wrapped in gold foil will be distributed to celebrate "everyday moments of real gold" during the Olympics, with specific distribution plans outlined [3][4] Marketing Strategy - The campaign aims to reinvigorate Hershey's flagship brand by celebrating happiness as a journey rather than just a destination [4][10] - Hershey's will utilize a digital-first approach, focusing on video-led storytelling and immersive formats like Snap AR Lenses and TikTok Branded Effects [7][8] - The partnership with The Martin Agency encompasses creative strategy and execution, leveraging a bespoke solution from Publicis Groupe for integrated media [9] Engagement and Outreach - Hershey's has been a Team USA sponsor since 2015 and plans to engage consumers through various cultural moments, including America's 250th anniversary and the World Cup [5][11] - The campaign will be visible throughout the three weeks of the Olympics across linear and digital channels, including organic content from athletes [7][8] - The initiative seeks to connect with U.S. consumers facing economic challenges, positioning Hershey's as a source of comfort and community [11][12]