Hershey’s Launches ‘Camp Gooey vs Camp Toasty’ Campaign with 69% Toasty Fans
HSY•Hershey’s launched the “Heated Debate” campaign with actor Patrick Renna, urging fans to choose Camp Toasty (69% preferring fully toasted marshmallows, including 17% charred and 11% on fire) or Camp Gooey (29% favoring ooey-gooey centers). The U.S. consumes over 2.5 billion s’mores annually.
1. Campaign Launch and Structure
Hershey’s debuted the Heated Debate campaign on June 1, inviting consumers to join Camp Gooey or Camp Toasty by sharing their s’mores style on Instagram and TikTok with #campgooey or #camptoasty. Actor and creator Patrick Renna serves as the campaign ambassador, spotlighting the brand’s role in summer rituals.
2. Survey Findings and Consumer Preferences
The Hershey’s S’mores Heated Debate Report reveals that 69% of s’mores eaters align with Camp Toasty—17% seeking some blackened char and 11% preferring flaming marshmallows—while 29% identify with Camp Gooey for an ooey-gooey center. The remaining 2% either skip marshmallows or have no preference.
3. Brand Momentum and Seasonal Impact
This activation extends Hershey’s “It’s Your Happy Place” campaign, reinforcing that Americans consume more than 2.5 billion s’mores annually. The summer effort aligns with Hershey’s largest marketing push of the year, spotlighting the brand ahead of the theatrical release of the HERSHEY movie this Thanksgiving.
