There are two kinds of people in this world when it comes to s’mores. Those who carefully rotate their marshmallow until it’s perfectly golden, and those who light it on fire and call it a strategy. This summer, Hershey’s is here to let America settle it once and for all. Introducing Hershey’s Heated Debate, a summer-long campaign, in partnership with actor, creator, and s’mores icon Patrick Renna, that celebrates the ritual of making s’mores, the opinions it ignites, and the moments it creates. Because whether you’re Camp Gooey or Camp Toasty, we can all agree on one thing: nothing makes a s’more like Hershey’s milk chocolate. To really get things bubbling, Hershey’s issued the Hershey’s S’mores Heated Debate Report, revealing that:

• Over two thirds (69%) of s’mores eaters are Camp Toasty. These consumers want to see the outside completely toasted with 17% looking for some blackened char and 11% wanting the marshmallow on fire.
• One third (29%) of survey respondents are Camp Gooey with the majority prioritizing an ooey gooey center for the ultimate s’mores experience.
• 2% represent people who either don’t want a marshmallow at all (1%) or those who say it “doesn’t matter” (1%).

“S’mores define summer, and Hershey’s is the chocolate that people reach for to make them,” Vinny Rinaldi, VP, Consumer Connections at The Hershey Company commented “Our focus is making this timeless ritual feel orelevant and participatory, inviting more people to connect through a shared summer tradition.”

This summer, fans are encouraged to join the Hershey’s Heated Debate and choose their side – Camp Gooey or Camp Toasty – and share it on Instagram and TikTok starting June 1 by tagging @hersheys and using the hashtag #campgooey or #camptoasty.

“Hershey’s milk chocolate is non-negotiable in my house. It’s the classic for a reason,” Patrick Renna commented “And the marshmallow? That’s where the family debate gets loud. Camp Gooey, Camp Toasty… everybody’s got a take. But that’s the best part: you’re outside, you’re laughing, and for a few minutes you’re just together with sticky fingers, big smiles, and s’mores that taste like summer.”

According to Hershey’s S’mores Heated Debate Report, s’mores are a pillar of American summertime.

• The U.S. consumes more than an estimated 2.5 billion s’mores annually.*
• 68% of s’mores eaters say it’s not summer until you have had a s’more.
• 80% said s’mores are as American as apple pie.
• 40% of s’mores eaters only want “classic” s’mores.
• 43% of s’mores eaters consider themselves s’mores experts.
• 26% of s’mores eaters prefer their own method and wouldn’t want someone else to make one for them.

S’mores season is a signature way the “Hershey’s. It’s Your Happy Place.” campaign comes to life through simple moments, shared rituals, and summer togetherness. 2026 marks Hershey’s biggest year yet, with the brand showing up on the world’s biggest stages and across key consumer moments, including the once-in-a-lifetime HERSHEY movie, in theaters Thanksgiving Day.

Questions

• What does the Hershey’s s’mores campaign focus on?
  Hershey’s Heated Debate celebrates the small, shared moments that create lasting memories across generations and backyards – with Hershey’s right at the center.
• What is the “Camp Gooey vs. Camp Toasty” debate?
  It is the classic question of how to toast a marshmallow – extra gooey, lightly golden or fully scorched. Hershey’s S’mores Heated Debate Report says two-thirds (69%) of s’mores eaters like their s’mores toasty with 17% looking for some blackened char, and 11% wanting the marshmallow on fire.
• What role does Patrick Renna play in bringing the debate to life?
  Hershey’s partnered with s’mores connoisseur, Patrick Renna to not only help launch the debate, but to bring s’mores-lovers together to share their sacred rituals, recipes and must-haves around the campfire.
• How do I get involved in the Hershey’s s’mores campaign?
  Fans can join the conversation on Instagram and TikTok starting June 1 by sharing their s’mores style, tagging @hersheys and using the hashtag #campgooey or #camptoasty.
• Why is Hershey’s focusing on s’mores?
  S’mores are a timeless summer ritual that naturally brings people together. It’s the ritual that reconnects us – a simple, familiar act that bridges generations, revives old memories, and creates new ones.
• What makes a s’more a s’more?
  85% define s’mores as a classic recipe (graham cracker + marshmallow + chocolate), and 95% think that Hershey’s belongs in a classic s’more.
• Are there new ways to enjoy Hershey’s in s’mores?
  Yes. Fans can try variations like Hershey’s milk chocolate with Caramel or experiment with new ingredients. Results from Hershey’s S’mores Heated Debate Report finds that 47% of s’mores eaters categorize themselves as “experimenters,” trying salty and sweet ingredients like bacon, pickles or fruit.
• What is Hershey’s. It’s Your Happy Place campaign?
  Hershey’s. It’s Your Happy Place. is Hershey’s first major creative campaign in eight years, which launched ahead of the Olympic and Paralympic Winter Games Milano Cortina 2026. Hershey’s. It’s Your Happy Place. reinforces Hershey’s enduring role as an iconic part of everyday moments and a familiar source of happiness.