Hershey Joins with Chief Marketing Officer Council in Launch of "Pause to Support a Cause"

Innovative Approach Matches Business and Social Goals by Raising Funds for
Non-Profits Through Consumer Research Participants
HERSHEY, Pa.--(Business Wire)--
The Hershey Company (NYSE:HSY) announced that it is joining "Pause to Support a
Cause," a major corporate social responsibility campaign being launched today by
the Chief Marketing Officer (CMO) Council, the U.S. Chamber of Commerce and a
host of leading non-profit charities.

The milestone campaign, which was developed by Ed Martin, director of
international insights and new methods at The Hershey Company, has the potential
to direct as much as 10 percent of the $18.9 billion corporations spend on
consumer research worldwide to thousands of non-profit organizations in need of
funding and support. Martin has been working on this new model of fundraising
for more than three years.

"We are all keenly aware of the impact the recession has had on many charities
and, at the same time, the growing social needs of families in distress here and
around the world," said Michele Buck, chief marketing officer at The Hershey
Company. "That`s why this is the perfect moment to launch Pause to Support a
Cause, because it addresses a major business issue, while also providing a great
channel for people to further support the causes they care about through the
gift of their time.

"Ed`s work is already helping our company`s global consumer research, while also
making a positive difference in our communities. I know that many Hershey
employees will use Pause to Support a Cause as either a business tool or on
behalf of a personal cause."

Through Pause to Support a Cause, people can trade a little of their time to
take research surveys about a variety of products and services. These consumer
insights assist companies in understanding consumer attitudes and opinions. In
return, a donation will be sent by the company to the charity designated by the
person taking the survey.

Charities will reach out to their supporters all over the world to share this
new approach of driving critical funding into their specific organization.
Financial incentives normally used to drive participation in traditional
research panels will be replaced through donations to charities designated by
individuals. For more information, please see www.surveyforgood.org

Commented Charles Best, Founder and CEO of DonorsChoose.org, "DonorsChoose.org
lets anyone be an education philanthropist, even if they have just $1 to give.
In the same vein, Pause to Support a Cause lets anyone make a difference, even
if they have just a few minutes of time to contribute. Given that resonance,
we`re thrilled to be partnering with Pause to Support a Cause."

Mary R. Galinski, Founder & President, Malaria Foundation International,
commented, "The Malaria Foundation International is thrilled to participate in
Pause to Support a Cause as a means to reach out to millions of people and new
supporters. Thanks to this exciting and truly innovative project, people will be
encouraged to `Pause` and then see the great impact they can have on the
education of children around the world with regard to malaria."

Pause to Support a Cause will attract large numbers of people supporting social
causes who will share their ideas and opinions with companies. Pause to Support
a Cause is also expected to bring in the voices of important consumer groups
that may not be sufficiently attracted by current research approaches. These
groups include African Americans, Hispanics and Millennials.

"As marketers, we spend a significant amount of money trying to understand which
products and services people like through consumer research, focus groups and
surveys," said Martin. "With Pause to Support a Cause, companies can get this
crucial information while helping to fund important initiatives that our
consumers are excited about supporting.

"Consumers who have an issue or cause they care deeply about can help to fund
those causes simply by taking an online survey. The company seeking the
research, the consumer and the charity all benefit from this partnership."

Led by the CMO Council, the global campaign has already attracted dozens of
respected organizations, including major non-profits, advertising and marketing
associations, and market research groups, as well as the Business Civic
Leadership of the U.S. Chamber of Commerce. Organizations committed to the
campaign include the American Red Cross, Children`s Miracle Network, Special
Olympics, March of Dimes, Malaria No More, Feed the Children, Marine Toys for
Tots Foundation, DonorsChoose.org, American Kidney Fund and the Humane Society
of the United States.

About The Hershey Company

The Hershey Company (NYSE: HSY) is the largest producer of quality chocolate in
North America and a global leader in chocolate and sugar confectionery.
Headquartered in Hershey, Pa., The Hershey Company has long been committed to
supporting programs that make a difference and assist people in need. The
Hershey Company and its employees provide support for the United Way, Children`s
Miracle Network and the Young Survival Coalition, as well as global community
programs to support cocoa farmers and their families in West Africa, Asia and
the Americas.

For more than 100 years, The Hershey Company has been a leader in making a
positive difference in the communities where we live, work and do business. The
Milton Hershey School, established by the company`s founder in 1909, provides a
nurturing environment, quality education, housing, and medical care at no cost
to children in social and financial need. The School is administered by the
Hershey Trust Company, Hershey`s largest shareholder, making the students of
Milton Hershey School direct beneficiaries of Hershey`s success. Please visit us
at www.hersheys.com

About the CMO Council

The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge
exchange, thought leadership and personal relationship building among senior
corporate marketing leaders and brand decision-makers across a wide-range of
global industries. The CMO Council`s 5,000 members control more than $125
billion in aggregated annual marketing expenditures and run complex, distributed
marketing and sales operations worldwide. In total, the CMO Council and its
strategic interest communities include over 12,000 global executives across 90
countries in multiple industries, segments and markets. Regional chapters and
advisory boards are active in the Americas, Europe, Asia Pacific, Middle East
and Africa. The Council`s strategic interest groups include the Coalition to
Leverage and Optimize Sales Effectiveness (CLOSE), Brand Management Institute,
and the Forum to Advance the Mobile Experience (FAME). www.cmocouncil.org

The Hershey Company
Kirk Saville, 717-534-7641

Copyright Business Wire 2009