Hershey Kit Kat: Celebrating Black Music Month with Authenticity and Impact
The Challenge
The GRO Agency partnered with Hershey’s to develop a meaningful Black Music Month campaign that would extend their support to the communities in Tennessee, where their manufacturing plant employs hundreds of community members. While Hershey’s already had a strong portfolio of cause marketing programs, The Gro Agency sought to create a campaign that was rooted in authenticity and avoided any perception of exploitation.
Understanding the Landscape
The Gro Agency conducted consumer research to gain insights into Hershey’s brand perception among Black consumers. The findings revealed that Hershey’s was generally seen as neutral or lacking a strong commitment to supporting BIPOC communities, despite their DEI initiatives. This understanding guided the agency’s approach to ensure that the Black Music Month campaign would foster genuine connections with local communities and empower Black individuals throughout the process.
The Solution
The Gro Agency proposed a multifaceted campaign that would incorporate limited-edition packaging designed by Black illustrators and a charitable donation to an organization supporting youth through music. The initial test program partnered with Memphis Music Initiative, a Memphis Tennessee non-profit that provides music programming and support for local youth. The limited-edition packaging featured six unique illustrations and was launched in select Target stores in 2022. The program’s success led to its expansion in 2023, reaching a national scale with six cities, six partnering organizations, and a growing number of participating retailers.
Impact and Continued Commitment
The Black Music Month campaign has demonstrated Hershey’s commitment to supporting Black communities and celebrating the rich history of Black music. The agency’s efforts have also provided a platform for talented Black illustrators and contributed to the growth of music programs for youth. The Gro Agency looks forward to continuing its partnership with Hershey’s to develop future programs that celebrate and uplift Black communities.
