HERSHEY DAY OF THE DEAD AT H-E-B

An Even Sweeter Way to Celebrate Día de los Muertos

To connect with H-E-B’s predominantly Hispanic shoppers during the fall, we recognized that many families celebrate American holidays alongside their own cultural traditions. We created the Hershey Sugar Skull Candy Tray—a fun, customizable centerpiece designed to bring generations together while honoring the spirit of Día de los Muertos. With 100% store participation, the program closed a $1.2 million sales gap, surpassed the previous year’s factory sales by $146,000, and achieved a 121% sell-through rate. The work earned a Silver Effie and Gold Reggie.