Russell Stover confectionery joins social media drive for World’s Biggest Virtual Hug

US chocolatier Russell Stover has launched a campaign on social platform TikTok to create the World’s Biggest Virtual Hug, in a gesture aimed at easing isolation during the coronavirus pandemic.

The confectionery brand, which was formed in the 1920s, has recruited social media celebrity Jason Coffee and family, alongside others, including some of its own employees, aiming to inspire a moment for the record books and offer some added connectivity amid major government social distancing policies around the world.

As the company explained, participants are encouraged to share their own unique virtual hugs on TikTok using campaign hashtags #WorldsBiggestVirtualHug, #quarantine, #HealthHeroes and #RussellStover to join in a big virtual group hug with all the other health heroes, both on the frontlines and sheltering in place at home. Plus, they get to be a link in a limitless chain reaction of affection and connection. User generated content showing these hugs and containing the four hashtags will be captured and shared via Russell Stover’s social channels so consumers can follow along and track the growth of this social movement.

Additionally, in honour of last week’s National Nurses Week (May 6-12) and to acknowledge the tireless efforts of nurses and healthcare workers on the front lines during this global pandemic, the Russell Stover made chocolate donations at hospitals in select cities to thank nurses across the country for all that they do.

“For almost 100 years our brand has been a source of happiness, and we remain committed to reinforcing that message as we all continue to navigate the daily challenges presented by this global pandemic,” said Mark Riegel, Vice President of Marketing at Russell Stover.

“It is our belief that it’s times like these, where little acts of generosity are more meaningful than ever. We are proud to underscore this belief by spreading the joy of gifting and thanking our nation’s nurses for their tremendous efforts in the fight against COVID-19.”

An extension of its most recent brand, Russell Stover added that it is further elevating the brand’s cultural relevance in empowering the community to send virtual hugs to loved ones via custom created GIFs and a partnership with GIPHY.

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