Insider Insight: how Oh Henry! uses experiential marketing to establish its brand
Generating excitement around a new product is one thing. Getting people excited about a product that has in circulation for a while is another. No stranger to experiential marketing, Hershey Canada rolled out its "Grumble-Activated Vending Machine" campaign for Oh Henry! across central stations in Toronto and Montreal
This unique vending machine would listen for a hungry commuter's stomach grumble and release a chocolate bar in response. This was intended create momentum for independent convenience store operators, giving them a prime opportunity to turn regional brand buzz into immediate register rings.
By combining point-of-sale (POS) displays and grab-and-go merchandising with experiential marketing, local retailers can capture hungry commuters on the move. Here is how c-store owners can optimize impulse layouts and convert nearby foot traffic into sales growth.
Convenience Store News Canada: How can independent c-store operators leverage the buzz to drive nearby store traffic?
Hershey Canada: The goal of an activation like this is to generate excitement around Oh Henry! that extends well beyond the experience itself. By creating a striking and memorable brand moment, the goal is—of course—to build broader interest in the product, strengthen purchase intent and ultimately drive consumers to seek out Oh Henry! at retail.
CSNC: What POS materials, displays or promotional collateral are available?
Hershey Canada: Our marketing and sales teams work closely together to connect consumer-facing activity with what’s happening at retail.
CSNC: Will broader advertising direct consumers to the convenience channel?
Hershey Canada: The Grumble-Activated Vending Machine is part of a broader integrated campaign that includes paid media, creator content and earned media outreach, helping generate conversation and extend awareness well beyond the physical experience. Together, these efforts are designed to keep Oh Henry! top-of-mind and encourage consumers to seek out the product at retail, supported by close coordination with our sales team around product availability.
CSNC: Is Hershey anticipating a surge in regional demand?
Hershey Canada: When we plan an event like this, our marketing and sales teams work together to consider the full consumer journey. That includes supporting product availability in the markets where we’re activating, so consumers who engage with the campaign can continue to find Oh Henry! at retail.
CSNC: Why target transit hubs and how can c-stores optimize their grab-and-go layouts?
Hershey Canada: The goal is to associate Oh Henry! as the go-to bar for when hunger strikes, making transit hubs a natural setting to bring the brand’s role to life. We intentionally targeted these locations because they allow us to reach busy consumers at a highly relevant moment—when they’re on the move, between meals and looking for something satisfying to keep them going. The Grumble-Activated Vending Machine transforms that familiar hunger occasion into a memorable experience, reinforcing Oh Henry! as a natural choice for grab-and-go moments at retail.
CSNC: How is the “Hunger Bar” sub-segment performing heading into Q4?
Hershey Canada: We see a strong opportunity to build on the "Hunger Bar" momentum heading into Q4. That’s why we’re investing in new ways for consumers to experience the product, including the Grumble-Activated Vending Machine as part of a broader campaign. Our goal is to continue building awareness and trial and keep Oh Henry! top of mind when hunger strikes.
CSNC: Could this technology or similar experiences expand into retail environments?
Hershey Canada: We’re always exploring new ways to bring Oh Henry! to life and connect with consumers in moments when hunger strikes. The response to this activation will help inform how we continue creating relevant, engaging brand experiences like these—including potential opportunities within retail environments.
CSNC: How was the first day received and what data did you glean?
Hershey Canada: The response in Toronto has been incredibly positive, with over 1000 visitors coming out on day one. Consumers immediately understood the idea and had fun with it, whether stepping up to give us their best stomach grumble or stopping to watch others take part. Our creator partners have also started sharing the experience with their audiences, extending its reach well beyond Union Station. We’re excited to build on that momentum as the campaign continues in Toronto and Montreal!
