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Stick it to Hunger: Hershey’s brand power



For Scott Atkinson, owner of Beaver Convenience in Courtenay, BC, running in-store consumer promotions means he can offer exciting deals for his customers. That’s why he’s eager to run the OH HENRY! Stick it to Hunger consumer promotion in his store this fall.

The promotion will appeal to customers in two ways: first, it offers an exciting opportunity to win NHL-related prizes, and second, it has an important cause attached to it, and customers won’t want to pass up the opportunity to “stick it to hunger” by contributing to local food banks with the purchase of participating products.

How it works

From September 2, 2013 – January 6, 2014, consumers head to the Facebook contest site and enter the UPC from an eligible Hershey’s product to enter. In-store POS materials will also feature Quick Response (QR) codes and a text-to-win component so consumers can easily access the site while in store.

To learn more about the prizes, check out this CCentral article.

The Stick it to Hunger portion of the promotion aligns OH HENRY! with “hunger” and local food banks. Customers enter any Hershey UPC in the Facebook contest site and Hershey Canada will donate 50 cents to local food banks. The goal is to raise $50,000 and donate on behalf of OH HENRY!

In-store execution

As Atkinson says, location is one of the most important factors when looking at pre-pack success. “It’s got to be within 10 feet of the till. Nobody likes lineups, but lineups are very beneficial to the retailer. You want two to three people in line at any one time, and the longer they’re waiting in line, the more they will buy,” he says.

But location alone isn’t enough. The display should draw consumers in with promotional pricing.

“If it’s a nice colourful display or prepack with a nice header card, and it says, ‘Win this!’ people will notice it and want to grab the chocolate bar, especially if you’ve put it on deal,” he says. Atkinson always offers two-for or three-for deals to incent his price-conscious customers.

Staff communication

He ensures staff members are aware of the current promotions by outlining the pre-pack information in his employee communication handbook. In it he explains the promotion, prizing, and any speaking points his staff members can use to engage in conversation with customers.

Above all, it’s about building excitement and getting your c-store involved in engaging contests and promotions with well-known brands, organizations, or causes. If you can do that, your customers will continue to look to your store when the newest consumer promotions hit the market.