During the 2020-2021 school year, Penn State's AD/PR Club (Advertising/Public Relations) hosted its second, COVID-safe pitch competition in conjunction with Penn State Prime and its corporate partner, The Hershey Company. 
The Hershey team challenged participating students to develop a brand campaign for one of their best-selling treats, Reese's Peanut Butter Cups, with a specific ask of taking the brand "where it has never gone before." Armed with this information, the participants had a few hours to develop develop a campaign that included an informed strategy, a basic media plan, and mock creative.
My team chose a bold approach of eliminating chocolate from the classic Peanut Butter Cup formula in order to generate buzz for our brand campaign. Although my team did not win this year, we were praised for having "the most well founded strategy" of all the teams. 
View the pitch below.
View The Full Pitch Below:

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