Krave takes partnership with Olympians into stores
The Hershey Company’s Krave jerky brand is launching an extensive creative campaign featuring 22-time US Olympic medalist Michael Phelps and two-time US Olympic gold medalist Carli Lloyd to encourage consumers to “Krave Better” by persevering and accepting no compromises, including in the quality of jerky they eat. The campaign will include online and traditional print media elements, but also will have Team USA Olympic-themed point of sale displays, that likely appeal to retailers because they will help decorate stores and drive consumer engagement.
Krave chose Phelps and Lloyd because they “have catapulted to success and redefined the boundaries of athletes, similar to the Krave brand rapid revolution of the jerky category,” Krave Head of Marketing Rusti Porter said in a statement.
