Hershey Canada has found a marketing sweet spot between two key occasions, Valentine's Day and Easter, with a new Family Day-oriented campaign.
Developed by Craft PR, with media by UM, the campaign aims to foster the family togetherness that inspired the holiday by making it easier for families to take photos of their time together.
According to research conducted by Hershey, Canadians estimate that only about a third of photos in caregivers' phones feature their whole family together, with nearly three-quarters of Canadian parents (72%) saying it's a "real challenge" to get pictures of their whole family together (and selfies don't count).
Developed by Craft PR, with media by UM, the campaign aims to foster the family togetherness that inspired the holiday by making it easier for families to take photos of their time together.
According to research conducted by Hershey, Canadians estimate that only about a third of photos in caregivers' phones feature their whole family together, with nearly three-quarters of Canadian parents (72%) saying it's a "real challenge" to get pictures of their whole family together (and selfies don't count).
To simplify the photo-taking process, Hershey has created a limited-edition box that transforms into a tripod, enabling families to take a picture that includes everyone. The box, which also contains three Hershey bars, is being given away via a contest running on Instagram.
(A similar insight powered last year's Mother's Day-themed campaign from McCain, "Put Mom in the Picture" which found that because moms tend to be their family's official record keeper, they're frequently absent from many family photos.)
Additional support is coming through influencer and media relations, digital content with ads running across Meta and TikTok, as well as advertorial partnerships with Chatelaine and Today's Parent.
“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," said Hershey Canada marketing director Paloma Bentes. "I hope Family Day becomes an annual reminder to all Canadians of what a powerful role photos can play in bringing families together."
[videopress 3hedXTII]
