Hershey’s is stepping back into the brand spotlight with its first major campaign in eight years, launching an emotional new platform that redefines what victory really means.
Created by The Martin Agency, Hershey’s. It’s Your Happy Place debuts ahead of the 2026 Winter Olympic and Paralympic Games and positions the chocolate brand as a source of joy that extends far beyond podium finishes. The work argues that while medals matter, happiness is the real prize.
The campaign opens with a hero activation titled Happiness Is the Real Gold, spotlighting five U.S. Winter Olympic and Paralympic athletes alongside the families who supported them long before the pressure, expectations, and international stages arrived. The featured athletes include Paralympic snowboarder Brenna Huckaby, speed skaters Jordan Stolz and Erin Jackson, hockey star Hilary Knight, and figure skater Jason Brown.
Shot in a documentary style, the film captures the athletes as they watch personal messages from their families, reflecting on the early days of their journeys. The conversations center on perseverance, pride, and the simple joy that first drew them to sport. As emotions surface and families reunite on screen, the message becomes clear: no matter what happens at the Games, what matters most is that the athletes are happy. Watch below:
“Milton S. Hershey famously said, ‘One is only happy in proportion as he makes others feel happy,’” said Alberto Orte, executive creative director at The Martin Agency. “We hope this work would make Milton feel proud. People often focus on what separates winning from losing, but the real gold isn’t always the medal. It’s the joy and pride you bring to others along the way.”
The campaign also includes social-first cutdowns tailored to each athlete, extending the storytelling into short-form content designed for digital platforms.
Happiness Is the Real Gold marks the beginning of a yearlong effort for Hershey’s, with the brand planning to show up across cultural moments throughout 2026. The goal is to reinforce Hershey’s not just as a chocolate brand, but as a “happy place” tied to shared experiences, emotional connection, and everyday joy — whether you’re chasing Olympic dreams or simply savoring a moment.
CREDITS:
BRAND: Hershey’s
AGENCY: The Martin Agency
Creative Director: Alberto Orte
For more of Reel 360 News’ Olympic coverage, click here.
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