2019 Winner

The Hershey Company - Oh Henry!

Oh Henry! 4:25


SilverEvolution Strategy: Keeping it Fresh

BronzeGame Changer

Heading into 2018, cannabis legalization was top of mind in Canadian culture, especially for millennials. Cannabis enthusiasts have long used 4:20 as code for marijuana, which is known to cause the munchies.

Using this insight, Oh Henry! connected its hunger- satisfying product to cannabis, creating a specifically formulated bar that caters to the intense hunger that hits five minutes after 4:20. Enter “Oh Henry! 4:25.”

The Anomaly-created bar was promoted when and where intense hunger strikes – such as in a Kensington Market “dispensary,” during the Global Marijuana March where it distributed 15,000 bars, and on the morning after the legalization bill was officially passed.

The program won a Silver in Evolution Strategy and a Bronze in Game Changer, while the brand sold more than one million peanut-filled chocolate bars (which some consumers later sold on eBay for three-times the retail price). It even supported growth across the entire portfolio: regular bar sales increased 1%, while the brand’s peanut butter bar sales rose by 5%.

Agency Credits
Agency: Anomaly
Executive Creative Directors: Pete Breton & Dave Douglass
Creative Director: Jamie Marcovitch
ACD/Copywriter: Marko Pandza
ACD/Art Director: Jason Kerr
CEO: Franke Rodriguez
President, Managing Partner :Candace Borland
Head of Client Services: Bryden McDonald
Account Director Daria Lysenko
Account Supervisor Jacqueline Lam
Account Exec N/A
Planner Matt Michels, Stefanie Jesney
Agency Producer: Julie Caniglia
Designer: Timothy Chuang

Production Credits
Production Company Producer: Shane Yuhas
Cinematographers: Christian Flook, Kyle Topping, Lester Millado
Production & Editing Company: Unreasonable Studios
Editor: Angela Young

Client Credits
Company: The Hershey Company
Jackson Hitchon: Director of Marketing
Mathieu Gamache: Senior Marketing Manager
Sara Abe: Marketing Manager
Azim Akthar: Associate Marketing Manager
Rebecca Paddock: Associate Marketing Manager

PR Agency: mint
XM Agency: mint
Media Agency: UM

For registration inquiries, please contact Ben Soldinger at bsoldinger@brunico.com.
For partnership inquiries, please contact Neil Ewen at newen@brunico.com.