Hershey’s Crafts a Giant Chocolate Billboard to Celebrate Zepto’s Fourth Anniversary

A Delicious Milestone: Zepto Turns Four

In the fast-paced world of quick commerce, few brands have grown as swiftly and efficiently as Zepto. Founded with the vision of delivering essentials at lightning speed, Zepto has become a household name across Indian metros. As the company marked its fourth anniversary, it didn’t just receive the usual social media greetings. Instead, it was treated to a one-of-a-kind, mouth-watering surprise courtesy of Hershey’s India—a life-sized chocolate billboard made entirely of Hershey’s treats.

This edible tribute wasn't just about sweetness—it was a masterstroke in brand collaboration, creativity, and celebration. Let’s unwrap this extraordinary gesture that combined art, emotion, and marketing in the most delicious way possible.

The Backdrop: Quick Commerce Meets Sweet Surprises

Over the last four years, Zepto has established itself as a frontrunner in the 10-minute delivery category. From groceries to desserts, its rapid delivery model has changed how urban India shops. Hershey’s India, known for its iconic chocolates and syrups, found a fitting way to mark the young brand’s journey by delivering something sweet and symbolic.

The collaboration between Hershey’s and Zepto wasn’t just another partnership—it was a blend of innovative storytelling and shared appreciation. Hershey’s, which has increasingly focused on emotional branding in India, found a powerful narrative in Zepto’s journey—a story of hustle, efficiency, and reliability.

The Edible Marvel: A Billboard Made Entirely of Chocolate

The highlight of this celebration was a giant, handcrafted billboard made entirely of Hershey’s chocolate bars, syrups, and treats. Designed by culinary artists and branding creatives, the billboard was installed in Zepto’s office and served both as an art piece and an edible delight.

• Size and Visual Appeal: The billboard was over 6 feet wide and featured hundreds of Hershey’s products.

• Message on the Billboard: It creatively read, “Happy Birthday Zepto! Delivered with love by Hershey’s.”

• Design: The mosaic was arranged using a variety of products such as Hershey’s Kisses, milk chocolates, cookies and cream bars, and chocolate syrups.

Not only was it visually spectacular, but it also served as a symbol of warmth and appreciation from one fast-growing brand to another.

Why This Billboard Matters: A Masterclass in Experiential Marketing

In today’s cluttered digital marketing space, brands are constantly looking for new ways to make lasting impressions. What Hershey’s pulled off here was not just a birthday wish—it was a piece of edible marketing brilliance. Here's why the campaign stands out:

1. Personalization in the Digital Age

Zepto’s rise as a disruptor made it an ideal partner for a custom gesture. Hershey’s identified an opportunity to personalize the celebration—making it more memorable than a digital banner or a tweet.

2. Physical Meets Emotional

An edible billboard appeals to multiple senses. It looked good, smelled amazing, and could even be tasted. This multi-sensory marketing approach deepens the brand connection.

3. Virality Potential

Images and videos of the billboard began circulating on social platforms shortly after installation. Employees, influencers, and consumers shared it widely—giving Hershey’s organic visibility and reinforcing Zepto’s celebratory moment.

How the Idea Was Baked: Behind-the-Scenes of a Sweet Concept

The execution of the billboard wasn’t overnight. Hershey’s India teamed up with culinary artists, food stylists, and experiential marketers to pull it off.

• Planning: Weeks of preparation went into product selection, design approval, and installation logistics.

• Execution: Products were carefully arranged in refrigerated settings to withstand indoor temperatures, and edible adhesives were used to hold everything in place.

• Sustainability: After the reveal, team members were invited to sample the treats—ensuring nothing went to waste.

This campaign underscored how thoughtful planning and brand empathy can turn a simple idea into a marketing masterstroke.

Team Zepto’s Reaction: Joy, Surprise, and Gratitude

When the team at Zepto arrived at their office to witness the Hershey’s billboard, their reactions were full of joy and disbelief. The room was filled with laughter, photos, and chocolate tasting.

Employees described the gesture as:

• “One of the sweetest surprises we’ve ever received.”

• “A billboard we won’t forget—because we ate it!”

Zepto’s leadership also took to social media to thank Hershey’s for the heartfelt gesture, noting how meaningful it was to receive recognition from a global brand like Hershey’s.

Brand Synergy Done Right: What Hershey’s & Zepto Teach Us

This birthday surprise was more than just a feel-good moment. It taught key lessons about how brands can collaborate with intention and strategy.

1. Find Common Ground

Both brands thrive on delivery excellence and product delight. This commonality gave the campaign its emotional anchor.

2. Make It Shareable

By designing something inherently Instagrammable and unique, Hershey’s ensured the billboard would find traction organically online.

3. Celebrate Growth Stories

Rather than promoting its own milestone, Hershey’s chose to highlight Zepto’s. This brand humility and celebration of others can enhance consumer perception and goodwill.

Marketing Meets Meaning: Why This Campaign Hit the Sweet Spot

Many birthday campaigns come and go with little fanfare. But this one left a lasting impression because it was creative, edible, and rooted in brand values. It wasn’t just about pushing a product—it was about nurturing a brand relationship through a generous, unforgettable gesture.

For Zepto, it became a memorable team moment, perfectly aligning with the company’s ethos of joy and speed. For Hershey’s, it was a masterclass in how to insert your product into a cultural or emotional moment—without being overbearing.

Consumer Impact: Turning Employees into Brand Advocates

Beyond media coverage and virality, what truly sets this initiative apart is how it transformed employees into brand ambassadors. Zepto’s team shared their joy online, tagging Hershey’s, and even doing taste-test videos with the treats on the billboard.

It built employer branding for Zepto and emotional goodwill for Hershey’s, showcasing how the best campaigns touch hearts before hitting metrics.

What’s Next for Experiential Campaigns in India?

This campaign signals a new era in brand activation strategies. Traditional ads are taking a backseat to tactile, immersive experiences that are Instagram-ready and deeply personal.

In a market like India, where emotion drives engagement, brands like Hershey’s are proving that creative storytelling—especially when edible—can create unforgettable brand moments.

Conclusion: The Billboard That Raised the Bar

As far as brand birthday wishes go, Hershey’s just raised the bar—quite literally—with their chocolate billboard for Zepto’s fourth anniversary. The gesture was thoughtful, tastefully executed, and brimming with personality.