Food Companies Team Up For S'mores Season

Three rival food companies are collaborating on a social media campaign in an effort to bolster sales of their respective s'mores ingredients.

Three rival food companies are collaborating on a social media campaign in an effort to bolster sales of their respective s'mores ingredients.

Hershey Co., Mondelez International and Kraft Heinz Co. on Monday launched a two-minute web video that showcases children experiencing their first s'mores during an excursion in Brooklyn's Fort Greene Park.

The campaign promotes of Mondelez's Honey Maid graham crackers, Kraft Heinz's Jet-Puffed marshmallows and Hershey's flagship chocolate. The companies will also send s'mores kits featuring those ingredients to 100 people who share the video on social media.

All three companies worked together on in-store promotions for the campfire treats since 2007, but the video marks their first attempts at broader advertising.

Hershey senior brand manager Stacie Stauffer told Advertising Age that s'mores are a "major growth driver" and that the companies hope to extend the traditional s’mores season toward the fall.