The Hershey Company turned to Coyne to create its first corporate wellness-branding platform and a strategy to support the fact that chocolate can be part of a healthy, balanced diet. Coyne developed “Moderation Nation,” an enterprise-wide integrated 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 online placements with USA TODAY, Ladies’ Home Journal, Women’s Health, AOL That’s Fit and Prevention, as well as more than 40 broadcast stories.