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    Hershey, Kraft Join Forces For S'mores Promotion

    Summer-long campaign begins this spring.

    The Hershey Co. and Kraft Foods Inc. have a summer-long celebration of S'mores, promoting Hershey's Milk Chocolate, Honey Maid Grahams and Kraft Jet-Puffed Marshmallows. The co-branded campaign will include national advertising, a joint freestanding insert, joint in-store merchandising, consumer promotions and sampling during a national mobile marketing tour. The tour and co-branded S'mores outreach will begin in April 2007.

    "This celebration combines the three essential S'mores ingredients for consumers and provides a complete merchandising package for our retail customers to help them increase sales," said Michele Buck, Hershey's chief
    marketing officer.

    The Honey Maid and Jet-Puffed brands will be integrated into the Hershey's Milk Chocolate bar national S'mores television spot, which is scheduled to begin airing at the end of May. A mobile tour scheduled
    for May through September will offer consumer sampling. The partnership extends to include cross promotion on packaging, joint point-of-sale
    materials, in-store coupons and a joint consumer website featuring classic and contemporary S'mores recipes (www.smoresfun.com).

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