Hulu worked with Hershey’s to make their candy the go-to choice for Hulu’s movie watchers. Inspired by the classic ‘Let’s All Go The Lobby’ pre-show cartoon, Hulu created a series of animated spots of dancing, singing snacks - “Let’s All Go the Pantry.” This campaign featured several unique characters, as well as remixes of the catchy promo to reflect specific treats.
The fully-animated promo aimed to capture audience attention with the unique creative experience, which evoked the idea of “movie night” at home and remind them that movie night is always better with snacks.
Hulu's unique approach to home streaming — treating it as a premium experience designed for accessibility and fun — allows for novel advertising options such as 'Let's All Go To The Pantry' to blossom and become a powerful part of the Hulu brand identity.
Hulu blended kitchy theatrical nostalgia with fresh modern vibes through an evocative homage to the memorable "Let's All Go To The Lobby" in-theater ad, drawing a throughline across movie history. The unique fusion of musical styles celebrates the past while looking forward, inviting viewers to be part of a long history of moviegoers, even while comfortable at home.
Hulu has an estimated 100 million viewers and over 1200 movies. When viewers watch movies at home, we want it to feel special - just like a movie night on the town. By referencing the nostalgic pre-show vignette, we’re eventizing home movie watching, while organically connecting it to an iconic candy brand. This advertising is entertaining, contextual, and additive to the viewing experience rather than disruptive and distracting.
