The Hershey Company has launched a summer campaign called the 'Hershey's Heated Debate,' in partnership with actor and creator Patrick Renna. The initiative seeks to settle a long-standing question — whether the perfect s'more is made with a gooey, lightly toasted marshmallow or a fully scorched, toasty one.
'Hershey's Heated Debate' campaign is supported by a national survey of 5,000 U.S. adults, which found that 69% of s'mores eaters prefer a toasty marshmallow, with 17% specifically seeking blackened char and 11% wanting the marshmallow on fire. 29% of respondents prioritize a gooey center, and a small fraction either prefer no marshmallow at all or consider the method unimportant.
Hershey and Patrick Renna encouraged consumers to join the conversation on social media by choosing their side — Camp Gooey or Camp Toasty — and sharing their preferences using designated hashtags.
S'more-Inspired Debate Campaigns
The Hershey Company Partners with Patrick Renna
Trend Themes
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Preference-led Snack Campaigns — Consumer taste divisions are becoming rich data sources for limited-edition products, personalized promotions, and community-based brand storytelling.
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Nostalgia-driven Creator Partnerships — Familiar entertainment figures give heritage food brands a pathway to refresh classic rituals through social content, humor, and cross-generational relevance.
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Interactive Food Debates — Playful culinary disagreements transform everyday consumption moments into participatory media experiences that can fuel product testing and real-time engagement.
Industry Implications
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Confectionery — Seasonal candy occasions are expanding beyond product placement into interactive campaigns that link flavor preferences with shareable cultural rituals.
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Social Media Marketing — Hashtag-based participation offers brands scalable insight into consumer identity, preference clustering, and campaign momentum across digital communities.
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Outdoor Recreation — Campfire-centered food traditions create openings for packaged goods, retailers, and experience brands to connect convenience with nostalgic outdoor gatherings.