Developed a vision for dedicated video content and educational resources for artisanal chocolate enthusiasts.
Hershey sought to launch and position their artisanal chocolate brands with the goal of educating Americans about fine chocolate and differentiating from mass-market offerings. Designed the creative concept for a comprehensive digital hub including website, collateral, events, and partnership opportunities dedicated to chocolate education.
The vision positioned Hershey's artisanal brands as educators and community leaders in fine chocolate appreciation, with the potential to build brand loyalty among premium consumers and establish thought leadership in the specialty chocolate category.
Video compilation of some of the features of Hershey's Chocolate TV.
