HERSHEY, Pa. — The Hershey Company has launched a new summer marketing initiative designed to spark debate among s’mores fans, partnering with actor Patrick Renna for its “Hershey’s Heated Debate” campaign. Beginning June 1, consumers are invited to choose between Camp Gooey and Camp Toasty and share their preferred marshmallow-roasting style on social media using branded hashtags.
The campaign centers on the longstanding debate over how marshmallows should be prepared for a traditional s’more. According to a Hershey-sponsored survey of 5,000 U.S. adults, 69% of respondents preferred a toasted marshmallow, while 29% favored a softer, gooier texture. The remaining 2% said marshmallows either did not matter or were unnecessary.
Consumers can participate through Instagram and TikTok by tagging Hershey and using #CampGooey or #CampToasty. More information is available through Hershey’s s’mores resources and seasonal product offerings.
According to Vinny Rinaldi, vice president of consumer connections at The Hershey Company, the initiative is intended to make a longstanding summer tradition more interactive.
Rinaldi said the company wants to make the ritual feel more relevant and participatory. He said the campaign is designed to encourage more people to connect through a shared summer tradition.
“Our focus is making this timeless ritual feel relevant and participatory, inviting more people to connect through a shared summer tradition,” Rinaldi said in a company announcement.
The campaign also features Patrick Renna, best known for portraying Ham Porter in The Sandlot. Renna said family discussions about marshmallow preparation inspired his involvement.
“Hershey’s milk chocolate is non-negotiable in my house,” Renna said. “Camp Gooey, Camp Toasty… everybody’s got a take.”
S’mores remain a major seasonal category
The campaign arrives as Hershey seeks to reinforce its role in a summer ritual that continues to generate significant consumer engagement.
According to the company’s research:
- The U.S. consumes an estimated 2.5 billion s’mores annually
- 68% of respondents said it is not summer until they have eaten a s’more
- 80% described s’mores as “as American as apple pie”
- 40% prefer only traditional s’more recipes
- 47% said they enjoy experimenting with alternative ingredients and flavor combinations
The findings suggest that while many consumers remain loyal to the classic combination of graham crackers, marshmallows and milk chocolate, a growing segment is open to customization.
Why it matters
Hershey’s latest initiative reflects a broader trend in the CPG industry toward participatory marketing. Rather than introducing a new product, the company is turning a familiar consumer ritual into a social-media-driven conversation.
The strategy aligns with a growing number of food and beverage campaigns that encourage consumers to identify with a preference, team, or personality type. Similar efforts have been used across snack, beverage and restaurant categories to increase engagement without requiring major product innovation.
The campaign also demonstrates the continued strength of nostalgia marketing, particularly among brands associated with family traditions and seasonal occasions. By focusing on a familiar debate rather than a new product launch, Hershey is attempting to deepen consumer interaction around an established consumption occasion.
Editor’s note: Source86 perspective
For food manufacturers and private label brands, Hershey’s campaign highlights the value of turning everyday consumption moments into interactive consumer experiences.
Competition for consumer attention continues to intensify. In response, many brands are using social engagement, nostalgia and community participation to strengthen customer loyalty. These strategies can help drive engagement without relying solely on new product development.
At Source86, we help food and beverage companies navigate evolving consumer expectations. Our services include ingredient sourcing, private label development, food safety oversight, co-manufacturing partnerships and supply chain transparency.
Whether launching a seasonal promotion or scaling a new product line, operational readiness remains essential. Strong execution helps brands turn consumer interest into long-term growth. Let’s talk.
FAQs
Hershey’s Heated Debate is a summer marketing campaign that invites consumers to choose between Camp Gooey and Camp Toasty based on their preferred marshmallow-roasting style for s’mores.
The campaign launched on June 1, 2026, and consumers can participate through Instagram and TikTok.
Actor Patrick Renna is collaborating with Hershey to promote the campaign and encourage consumers to share their s’mores preferences.
According to Hershey’s research, 69% of respondents preferred toasted marshmallows, while 29% preferred a gooier texture. The survey included 5,000 U.S. adults across all 50 states.
External source: Hershey’s and Patrick Renna Spark Nationwide Debate Over How to Make the Perfect S’more
