# S'more-Inspired Debate Campaigns The Hershey Company Partners with Patrick Renna By Kalin Ned | Published 2026-06-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/patrick-renna References: [thehersheycompany](https://www.thehersheycompany.com/en_us/home/newsroom/press-release/2026-06-01-Hersheys-and-Patrick-Renna-Spark-Nationwide-Debate-Over-How-to-Make-the-Perfect-Smore.html)  [The Hershey Company](https://www.trendhunter.com/trends/the-hershey-company-seasonal-treats) 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](https://www.trendhunter.com/trends/rodeo-at-the-racetrack) or [Camp Toasty](https://www.trendhunter.com/trends/puyallup-chocolates) — and sharing their preferences using designated hashtags. Image Credit: The Hershey Company ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 51% | Activity: 45% | Freshness: 83% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Preference-led Snack Campaigns:** Consumer taste divisions are becoming rich data sources for limited-edition products, personalized promotions, and community-based brand storytelling. - **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. - **Interactive Food Debates:** Playful culinary disagreements transform everyday consumption moments into participatory media experiences that can fuel product testing and real-time engagement. ### Industries Being Reshaped - **Confectionery:** Seasonal candy occasions are expanding beyond product placement into interactive campaigns that link flavor preferences with shareable cultural rituals. - **Social Media Marketing:** Hashtag-based participation offers brands scalable insight into consumer identity, preference clustering, and campaign momentum across digital communities. - **Outdoor Recreation:** Campfire-centered food traditions create openings for packaged goods, retailers, and experience brands to connect convenience with nostalgic outdoor gatherings. ## Related on Trend Hunter - [Roastable Rice Crisp Snacks](https://www.trendhunter.com/trends/solo-stove-and-rice-krispies-treats.md) - [Nutritious Campfire Confection Snacks](https://www.trendhunter.com/trends/smore-snack.md) - [Campfire-Themed Marshmallow Desserts](https://www.trendhunter.com/trends/carvel-2.md) - [Campfire Treat Mousse Parfaits](https://www.trendhunter.com/trends/smores-mousse-parfait.md) - [Free-From S'mores Kits](https://www.trendhunter.com/trends/unreal-peanut-butter-cup-smores-kit.md) - [Creamy-Crunchy Treat Campaigns](https://www.trendhunter.com/trends/peanut-butter-pledge.md) - [Elevated S'mores Kits](https://www.trendhunter.com/trends/the-smores-box.md) - [Branded Campfire Treat Popcorns](https://www.trendhunter.com/trends/hersheys-smore-popcorn.md) - [High-End Campfire Dessert Kits](https://www.trendhunter.com/trends/campfire-smores-collection.md)