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Reese’s shows love with new campaign

BY Anna Mcgrath

HERSHEY, Pa. Reese’s brand kicked off summer with the “Reese’s Loves You Back” on-pack, instant-win promotion in stores now.

Now through Dec. 31, fans have the opportunity to win up to $2.5 million in cash prizes toward gasoline and groceries. On June 22, a surprise gasoline and grocery giveaway event will be rewarded to the No. 1 Reese’s-loving city in America to celebrate the launch of the new Reese’s Dark Chocolate Peanut Butter Cups.

“Reese’s fans are very enthusiastic about the perfect taste experience that only Reese’s can deliver, and we believe our loyal fans deserve to be thanked and given something back for their devotion to the brand,” said Michele Buck, SVP and global chief marketing officer for Hershey. “As the cost of gasoline and groceries rise, we saw the combination of putting cash back into consumers’ pockets and the launch of the delicious new Dark Cup taste experience as a perfect way for Reese’s to give back.”

In order to win, fans are invited to look inside specially marked wrappers of various Reese’s products. Specially marked Reese’s products are available in June, while supplies last, at mass, grocery, drug and convenience stores.

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Tropicana launches ‘Get Your Fruit On!’ campaign

BY Allison Cerra

CHICAGO As 7-out-of-10 American adults are not getting enough fruit in their daily diets — despite the USDA Dietary Guidelines recommendation to consume four servings, or two cups, of fruit a day as part of an overall healthy diet — Tropicana is doing something to make fruit consumption easy for all.

To help narrow the fruit gap for kids in need, and encourage Americans to increase their fruit consumption, Tropicana Products is rallying people to “Get Your Fruit On!” with Tropicana Pure Premium orange juice starting in June: National Fruit and Vegetable Month.

“The goal of our ‘Get Your Fruit On!’ campaign is to help Americans, and especially kids, in need of good nutrition get on the right path to realizing the nutritional benefits of fruit and fruit juice,” said Andy Horrow, chief marketing officer for Tropicana. “Surprisingly, we’ve learned a majority of orange juice drinkers are unaware that 100% orange juice contributes to their daily fruit intake. A glass of Tropicana Pure Premium orange juice at breakfast is one great-tasting and convenient way to get a jump start on your fruit goals.”

To kick off this campaign, Tropicana is donating orange juice to the USDA’s Summer and School Food Service Program For Kids. A quarter million fruit servings of Tropicana Pure Premium 100% orange juice will be given to the USDA, starting with its national Summer Food Service Program for kids and continuing on with its School Breakfast Program.

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PepsiCo announces appointment of SVP finance and treasurer

BY Allison Cerra

PURCHASE, N.Y. PepsiCo announced that Tessa Hilado has joined the company as SVP finance and treasurer, reporting to CFO Richard Goodman. She replaces retired PepsiCo SVP and treasurer Lionel L. Nowell.

In this role, Hilado will have global operating responsibility for the treasury organization, including capital markets, cash management, international treasury, pensions, risk management and insurance, as well as the tax organization.

Most recently, Hilado has been VP and treasurer at Schering-Plough since May 2008, where she was responsible for strategic oversight and direction of the global treasury function, including cash management, domestic and international funding, capital planning, bank relations, pension funding and investments and risk management.

Hilado will be based at the company’s headquarters in Purchase, N.Y., and will begin her new position on July 8. 

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