2019 Winner

The Hershey Company

Oh Henry! 4:25

UM Canada & Anomaly

SilverBest Media Insights - Best Launch/Relaunch

When Oh Henry! distributed 15,000 of its 4:25 bar – made with tummy-filling peanuts and caramel – at Toronto’s 2018 Global Marijuana March following the legalization of cannabis in Canada, it introduced people to its “dankest” bar and saved thousands of stoners from the munchies. The limited edition bar was created as a way to reach millennial consumers who tend to favour Snickers over Oh! Henry. One million bars were rolled out across the country and supported with an integrated campaign that included online video, influencers content with stars like Epic Meal Time, social media posts, OOH and PR outreach. The campaign propelled Oh Henry!’s market share by 8%, generated 69 million earned media impressions and nearly 16.5 million video views. Pretty dope given that there are only 10 million millennials in Canada.

Credits
Joanna Janisse UM Senior Director, Connection Planning Andrea Neale UM Manager, Connection Planning Brooke Goldenberg UM Connection Planner Jackson Hitchon Hershey Director of Marketing Mathieu Gamache Hershey Senior Marketing Manager Sara Abe Hershey Marketing Manager Azim Akthar Hershey Associate Marketing Manager Rebecca Paddock Hershey Associate Marketing Manager Yasmine Laasraoui Reprise Senior Strategist Rafael Roschel Reprise Campaign Manager Samantha Margolis Mint President Jennifer Williams Mint Director, PR Ashley White Mint VP, Marketing & Events Lindy Frank DeFazio Mint VP, Strategy Adam Elijah Mint Creative Director Jacqueline Lam Anomaly Account Supervisor Daria Lysenko Anomaly Account Director Marko Pandza Anomaly Copywriter Jason Kerr Anomaly Art Director Bryden McDonald Anomaly Head of Client Services Stefanie Jesney Anomaly Planner

UM Canada Media Agency UM IPG
Anomaly Creative Agency MDC Partners MDC Partners mint PR