Cannes Lions

#AllTreesAreBeautiful

ARNOLD WORLDWIDE, New York / REESE'S / 2016

Awards:

1 Silver Cannes Lions
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Overview

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Credits

OVERVIEW

Description

At a time when social tolerance is at an all-time high, how could Reese’s Trees be treated so unfairly? Especially because it’s still a Reese’s. And still delicious. As fans put it – who cares what Trees look like when they taste this good.

Enter #AllTreesAreBeautiful. A way to spin the conversation by introducing a new injustice: tree shaming. This was a tongue-in-cheek way to turn the conversation back on the haters and give our fans an idea to rally around. We hijacked a popular social topic - that judging others and being focused on negative criticism is all about having the wrong priorities.

Execution

#AllTreesAreBeautiful was comprised of a series of Twitter and facebook posts over the course of a month/December leaning into the themes of the Holiday season. Initially, it was a response to the controversy, but it evolved into a fun, often self-deprecating campaign that resonated with our consumers and, better yet, our detractors. We themed the mini-campaign around pertinent cultural topics such as “deflategate” (#treegate), Holiday sweaters and cards (#awkwardfamilyphotos.) All featuring our tree-ish looking product.

Outcome

• Tier 1: Outcomes/awareness - change in behaviour, shifts in stakeholder decisions, brand equity

The resulting positive image and sales results illustrated to The Hershey Company that a brand-led PR response can be successful if strong collaboration between Corporate PR and the brand/agency team exists. Constant information sharing allowed for rapid stakeholder approval and is an excellent case for them about how to handle product quality issues.

• Tier 2: Knowledge/consideration - coverage depth (quality/quantity), tone and message delivery, purchase intent (survey)

Consumers and celebrities alike loved the response. And the same media that cried, “Scandal!” championed the campaign’s positivity and wit, spreading the campaign’s reach well beyond social media.

Online, the campaign generated 260,000 social mentions, an 82% increase of brand mentions and 1 billion earned impressions.

• Tier 3: Outputs/business results – sales, donations, site traffic, content response

Best of all, the sales of Reese’s Trees grew in 2015 by +7.4%, equating

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