Mondelez, Kraft, Hershey team up to document children's first s'mores

New ad from Droga5 shows how s'mores don't need to be confined to the campsite.

CPG rivals Mondelez, Hershey and Kraft Heinz have put aside their rivalry and formed an unlikely alliance to promote the beloved American snack creation s'mores.

S'mores, which consist of Mondelez Honey Maid graham crackers, Kraft Heinz Jet-Puffed marshmallows and Hershey's chocolate, are a popular campfire treat. The new documentry style ad, created by Honey Maid's AOR Droga5,  positions them as a snack that can be consumed in the backyard, by featuring kids from Brooklyn who have never been camping, creating and enjoying their first s'mores. 

As part of the campaign, the confectionary brands will be giving away 100 s'mores kits to people who share their first s'mores experience on social media, tagging posts with "#ShareSmore" and "#PickMe.


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