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Authentic Brand Storytelling: A Conversation with Hershey Canada

Masterclasses & Workshops
Nov 14, 2019 10:35 AM
Hosted By Hershey Canada
HQ | 110 Bond St

In an ever more complex media environment, it is getting increasingly more challenging for advertisers to breakthrough. Consumers are bombarded with over 4,000 ads every day and their attention span has gone down from 12 sec in 2000 to 8 sec today.

It has never been more important for brands to be relevant and to connect with consumers in an authentic way. We can no longer afford to think about advertising as an interruption or a forced view. We have to raise the bar to becoming a net contributor to consumers’ media consumption.

For Hershey’s Marketing team, it meant setting foot in uncomfortable territories and letting go of certain well-established expectations from conventional advertising strategies.

Mathieu Gamache SMWTO 2019 SpeakerMathieu Gamache | Senior Marketing Manager at Hershey Canada

Mathieu Gamache is a seasoned Marketing professional with 14 years of experience at tier 1 companies including Kraft, McDonald’s and Hershey’s.

At Kraft Canada, he managed storied brands like Kraft Dinner and Kraft Singles and made a mark for himself as leader of the dairy Innovation team where he developed a multi-million-dollar pipeline and launched a new kid snacking brand.

As the leader of McDonald’s breakfast team, Mathieu delivered high single digit growth consistently on a $700M+ business and spearheaded the development of a new premium breakfast offer under the new More-Ning McWrap brand. He also led the Canadian launch of All Day Breakfast and was the Canadian lead for the global McDelivery launch in partnership with UberEats.

Mathieu is now heading a portfolio of core chocolate brands at Hershey Canada which includes Reese, the number one chocolate brand in Canada. His most recent success includes leading the OH Henry team through the launch of the award winning OH Henry 425 campaign. OH Henry 425 won over 25 awards and shortlists globally including gold for Best Innovation at the London International Award Show, two D&AD Pencil Awards in London and three shortlists in Cannes.