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The Hershey Company

The Hershey Company turned to Coyne PR to create its first corporate health and wellness branding platform and a strategy to support the fact that chocolate can be part of a healthy, balanced diet. Coyne PR developed “Moderation Nation,” an enterprise-wide integrated health and wellness platform that combined the company’s legacy in wellness and consumer nutrition education with the clinical strength of the Hershey Center for Health & Nutrition and a three-year strategic collaboration with the American Dietetic Association (ADA). Moderation Nation launched with a first-of-its-kind offer for consumers.

The Hershey Center for Health & Nutrition would devote half a million dollars to covering the cost of consumers visits to registered dietitians. The campaign included in-store education programs with grocery chains, a mobile app to encourage and reward physical activity and a dedicated Moderation Nation online destination with health and wellness resources. The campaign generated more than 74 million media impressions, including placements with USA TODAY, Ladies’ Home Journal, Women’s Health and Prevention, as well as more than 40 broadcast stories.