This summer, chocolatier Hershey is treating s'mores season as a cultural tentpole, tapping into a ritual already anchored by the company, it says. For its largest investment in the occasion to date, Hershey is sharing new consumer data about this summer ritual. Americans consume an estimated 2.5 billion s'mores annually, making this an estimated $200–250M business. For 68% of s'mores eaters, summer doesn't officially start until they've had one, underscoring the seasonal demand, Hershey notes.

To learn more, we reached out to Katrina Vatter, senior brand manager at Hershey. 

Liz Parker Kuhn: How is Hershey scaling s’mores season (summer) to create a growth drive for the business?

Katrina Vatter: In a lot of ways, Hershey has grown to date by being easy to find and hard to miss. Brands like Hershey’s have earned their place through scale and shelf. But we know that brand presence doesn't guarantee brand preference and reach alone doesn't achieve resonance. Showing up gets us seen, but storytelling gets it chosen. 

That’s what this year’s s’mores season is all about: a modernized storytelling approach that taps into new channels and new formats to reach today’s consumers and give them new reasons to choose Hershey’s. Few brands sit at the center of a ritual that happens 2.5 billion times each summer. Hershey’s does. So, we're bringing a fresh take to a nostalgic ritual, fueling conversation, and reinforcing one clear message: nothing makes a s’more like Hershey’s milk chocolate! 

LPK: The brand recently shared consumer data about s’mores. Can you please talk a bit about the findings, and what it signals about changing consumer behavior?

KV: The Hershey's S'mores Heated Debate Report is a national consumer study that reinforces the role of s’mores as a timeless tradition that brings people together with many ways to enjoy. For 68% of s’mores eaters, summer doesn’t start until the first s’more, which tells you how deeply this occasion is embedded in summer rituals. What’s changing is the way people are making the occasion their own: 47% of s’mores eaters are experimenters, with the number rising for younger consumers. It's that mix of nostalgia and flexibility that makes the occasion so resilient (and so much fun to enjoy).

LPK: Can you talk a bit about the brand’s new campaign, “Hershey’s Heated Debate” (Camp Toasty vs. Camp Gooey)?

KV: Hershey’s Heated Debate takes a simple truth about s’mores—that everyone has a strong opinion on how they should be made—and turns it into a national conversation. We’re inviting people to pick a side, Camp Toasty or Camp Gooey, and share it around the campfire, on social, or however they choose.

We’re elevating a familiar summer ritual into something that’s participatory across generations. S’mores have always been about connection, and Hershey’s Heated Debate taps into a real conversation that gives people an easy, low-stakes way to engage with that tradition again and again throughout the season, while reinforcing Hershey’s role at the center of the occasion.

LPK: How does the campaign work to drive engagement?

KV: The idea itself is intentionally simple, tapping into nostalgia and self-expression. The campaign is designed to meet consumers wherever they are, whether it’s around a campfire, an air fryer, or on social. By giving consumers a clear point of view to rally around, we’re creating more reasons for them to engage throughout the summer, whether that’s making s’mores with friends, sharing their perspective online, or following along with the broader conversation.

LPK: The campaign features actor Patrick Renna (The Sandlot), leveraging nostalgia to reinforce the brand’s “ownership” of the occasion. Why choose Renna?

KV: We are so excited to work with Patrick Renna for this campaign. He is a s’mores icon and an authentic partner to lead our Heated Debate.

LPK: What are some ways consumers can “spice up” their s’mores, perhaps with add-ons?

KV: Most consumers stick to the classic recipe: two graham crackers, a marshmallow, and Hershey’s milk chocolate. However, there’s definitely a segment, especially among younger consumers, that likes to experiment. The most common upgrades are approachable, like swapping in cookies instead of graham crackers, adding peanut butter, or using flavored chocolate, like Hershey’s Milk Chocolate with Caramel or even Reese’s Peanut Butter Cups. 

We also see consumers being creative by stuffing chocolate inside the marshmallow or even adding savory elements like pickles (yes really, pickles). In Arizona, 15% of s’mores eaters have tried bacon or cured meat in their s’more, making it one of the top states for savory s’mores experimentation. Sometimes, consumers even create unexpected combinations, like chili or cheese, which really shows how far some people are willing to push the envelope.

LPK: Do consumers primarily make s’mores outside, or do others use the microwave, oven, etc.?

KV: Consumers overwhelmingly associate s’mores with outdoor settings. Campfires and fire pits are by far the preferred way to make them. But we know from the Hershey's S'mores Heated Debate Report that some people use indoor methods, too. A majority of respondents described methods like a stovetop, oven, air fryer, microwave, and even candles as a straight no, only to be used as a last resort, with the microwave and candle ranking among the least favored.

LPK: What’s next for Hershey for the rest of the year—any new products being released?

KV: Without getting into the specifics, we have a strong set of innovations throughout the rest of the year, including new premium offerings, textural experiences, and internationally inspired flavors. Everything is grounded in consumer insights with storytelling that keeps our brands fresh, engaging, and culturally relevant. 

LPK: And, most importantly: are you Camp Toasty or Camp Gooey when it comes to your s’mores preferences?

KV: Camp Gooey all the way!! Nice and melty in the inside with a half of a Hershey’s bar!

The Hershey Company is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.