The collective advertising spend in the US for confectionery companies reached almost $500 million in 2023. According to the latest figures published by Statista in December 2024, a total of nine sweet treat companies spent close to half a billion in advertising over the course of 12 months in the US throughout 2023.
One confectioner in particular, though, far surpasses the other eight multinational companies, making up almost half of the total advertising spend in 2023 and spending almost three times as much as the second biggest indulgent maker in terms of ad spend.
Hershey US is the biggest ad spender
The biggest advertising spending title goes to Hershey, the largest chocolate manufacturer in North America, which put a staggering $212.47 million behind its confectionery concepts, marketing creations and campaigns.
Looking beyond the US to its global spending, throughout 2023, The Hershey Company and its complete product portfolio well-surpassed the half-a-billion figure of ad spend. The chocolate giant reached nearly $605 million in investment in advertising activities, increasing from around $518 million in 2022.
In terms of media formats, Hershey spent the most on television media advertising, totalling $156.08 million. Outdoor ranked last across all media, with the chocolate giant spending $620,000 on the medium.
Confectioners’ advertising spend in the US
With Hershey taking the top spot for advertising spend in the US in 2023, eight other multinational confectionery companies’ promotional campaigns reached the multi-million price point, too.
Hershey Company: $212. 47 million
Lindt & Sprungli USA: $82.46 million
Ferrero USA: $38.84 million
Ferrara Candy Company: $38.75 million
Lindor: $31.86 million
Ferrero International Sa: $29.96 million
Cadbury Adams USA: $21.81 million
Ghiradelli Chocolate Company: $21.57 million
Haribo of America: $18.44 million
Pushing for its fastest-growing brands
Hershey committed to increasing its advertising spend, particularly on its fastest-growing brands, like Reese’s and Skinny Pop. Amid the food inflation and the cost-of-living crises, Hershey sought to offset price volatility and meet consumer expectations with engaging campaigns and collaborative tie-ins that see the brand combine its new and existing launches with other organisations and pop-culture events.
Hershey has continued to build on its reputation as a big-time confectionery advertiser, strategically connecting its famous products with large-scale exposure. In January 2024, Hershey announced its 30-second Super Bowl advert for Reese’s, which played during the most-watched game in its history.
Hershey’s big and bold advertising decision came after its chocolate and peanut butter brand had seen a 9.1% compound annual growth rate (CAGR) over the four years before the ad. In the three years before its big chocolate snacking campaign on the sporting stage, Reese’s presence also grew to become a familiar treat in over 80% of American households.
Continuing its investment in its fastest-growing brands, in May, Hershey released its latest ad campaign for its popcorn brand, Skinny Pop. The launch came after snack aisle purchases increased by 6.2% in 2024 compared to 2023, compared to market intelligence company Mintel. Featuring three adverts, the chocolatier launched its Freedom to Snack campaign, designed to target snackers and focus on the brand’s presence across the better-for-you and the permissible indulgence trends.
Not only does Hershey lead in the latest advertising spend figures, but its 2025 campaigns are beyond the concept stage. Event collaborations continue to be hot on the agenda for Hershey in 2025, as the company seeks to build on its status as the biggest confectionery spender and continues to pursue pushing its fastest-growing brands.
For the 2025 big game, Hershey has not released its campaign details except to say that it strives to bring back more humour and creativity. Its 2024 Super Bowl campaign ranked number two in Kantar’s League Table and System 1’s, and it also received an A+ from the Kellogg School of Management list.
Hoping to re-create the popularity of its 2024 half-time Super Bowl ad campaign created for its Reese’s brand, Hershey is back in 2025 for the second year in a row with another campaign. “The positive reception of our 2024 ad from customers and consumers helped generate great commercial success for the brand and Reese’s Caramel Big Cups. For 2025, we knew we had to go bigger and bolder,” said Ryan Riess, vice president of brand strategy and creative development at The Hershey Company.
