Hasta La Creative!

Hershey Co. is the latest food marketer to jump on the digital ad bandwagon, with plans to triple spending on the medium. Plans include dedicating 40% of the digital spending to mobile, Michelle Buck, the company’s president for North America, said during a presentation Wednesday at the Consumer Analyst Group of New York meeting in Florida.

The boost would put the marketer’s digital spend at about 20% of all media spending, according to the presentation. That amount is roughly in line with what a lot of other consumer packaged goods companies are spending on the channel, according to recent comments on earnings calls.

But the change is significant because Hershey plans to boost total ad spend in 2015 with an eye toward increasing Gross Rating Points by 7%, Ms. Buck said. “Given the responsiveness of our category and our portfolio of iconic brands, advertising is one of our most powerful growth levers,” she said.

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