Fort Greene Park Gets The S’Mores Treatment In New Ad For Hershey’s, Kraft Heinz, And Mondelez (Honey Maid)

You can do anything in Fort Greene Park — even go camping, complete with treats like s’mores.

That’s the message in a new national ad campaign for Hershey’s (chocolate), Kraft Heinz (marshmallows), and Mondelez International (Honey Maid graham crackers), which features a bunch of Brooklyn kids excitedly going on their first-ever camping trip, tasting their first-ever s’mores, in their local “urban oasis.”

“We’ve never been camping before because we live in Brooklyn,” says one boy matter-of-factly. “We’ll play a little bit, then we’ll have some s’mores and then we’ll go to sleep. I’ve never had s’mores before,” adds a little girl before we, the viewer, are treated to a montage of images showing kids and parents frolicking and setting up tents on the Park lawn, learning how to stack s’mores ingredients on tin foil before toasting them on the grill, then digging in with grins on their faces.

The ad comes in advance of National S’mores Day on Monday, August 10. It’s actually a really cute ad (you might find your heart melting a little just as the melted marshmallows and chocolate trigger grins on the kids’ faces) and you might end up hungry afterwards because it’s a great idea for picnics in the park or the backyard, with or without camping gear.

As Ad Age notes:

S’mores history dates back to at least 1927 when the recipe for the treat was published in a Girl Scout handbook. These days, some 2.3 million s’mores are consumed each summer in the U.S., according to Hershey. [Stacie Stauffer, senior brand manager at Hershey,] said s’mores are a “major, major growth driver” for Hershey. On an average summer day, an estimated 110,000 pounds of Hershey’s chocolate is used for s’mores, according to the brand.

Watch the short film/ad here. And once you’re done, if you share it on social media before this Friday, July 24, with the tag #ShareSmore and your personal “First S’more” experience, you apparently might win a s’mores kit from the advertisers.