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After a PR agency review, Hershey Co. has selected a range of shops to assist with external, internal and brand communications as well as corporate social responsibility efforts.
A Hershey spokeswoman confirmed that the candy giant's roster will include Ketchum, Zeno Group, Abernathy MacGregor, Beyond, Home, Framework, JPL and VOX Global. Hershey had previously used PR agencies on a project-basis.
The pitch began over a year ago with an RFI and four separate briefs across specialties such as issues management, social media, consumer marketing and internal communications, according to people familiar with the matter.
Hershey ranks as the nation's 63rd-largest advertiser, spending $668 million in 2013, according to the Ad Age DataCenter. The company's lead creative agency is Arnold Worldwide.
Hershey has been enjoying stellar growth in recent years, but has begun battling some headwinds of late brought on by escalating ingredient inflation. The marketer in mid-July announced that it was increasing wholesale prices by an average of 8% across its portfolio to deal with commodity price pressures.