Hershey Co. has announced a 25% increase in its global marketing budget for fiscal 2026, raising annual spending from approximately $200 million in 2025 to $250 million next year. The additional funds will be allocated across digital, broadcast and out-of-home channels, with an emphasis on data-driven campaigns designed to boost brand awareness in North America and key international markets. Management projects that this incremental investment will support a 3–5% uplift in net revenue growth over the next 12 to 18 months, driven by higher advertising reach and improved consumer engagement metrics.

As part of its broader consumer engagement strategy, Hershey plans to collaborate with more than 50 TikTok creators, each boasting follower counts between 500,000 and 3 million. These partnerships will roll out beginning in Q2 2026, targeting younger demographics through branded content, product challenges and limited-edition flavor reveals. The company estimates that this influencer program will generate over 100 million cumulative video views and 20 million engagements, translating into a double-digit percentage increase in snack trial rates among consumers aged 18–34.