HERSHEY’S S’MORES AT H-E-B

This is How TEXAS Does S’mores

When H-E-B shortened its s’mores promotion by four weeks, Hershey faced a $58,000 sales gap on six-packs—and traditional s’mores were no longer cutting it. We tapped into what H-E-B shoppers love most: bold flavors, the retailer’s cult-favorite house-made tortillas, and a little Texas pride. The result was an H-E-B-exclusive Spicy S’mores Quesadilla, combining classic s’mores ingredients with cinnamon sugar and cayenne for a sweet-and-spicy Lone Star twist. The idea drove a 26.4% increase in orders, a 25.3% lift in retail sales, and a 7.2% boost in unit sales, earning Bronze Effie and Bronze Reggie honors.