Can't Get Enough of Your Team? Hershey's Kicks College Football Into High-Gear With Search for the Nation's Most Passionate Fan

HERSHEY, PA--(Marketwire - September 2, 2009) - As college football season heats up, The Hershey Company is celebrating its first year as an NCAA Corporate Partner by inviting fans to pull out the face paint, put on their foam fingers and unleash their inner mascot with the Hershey®'s "I'm A Big Fan" promotion. From September 2 through November 3, 2009, consumers have the chance to prove they are the most passionate college football fan by showing off their school spirit and team loyalty in an online video contest for the chance to win a trip for four and tickets to a 2010 college football home game of their choice complete with the ultimate tailgating experience. For those fans in need of help displaying their undying school spirit, Hershey's "I'm A Big Fan" promotion is offering free NCAA Football team t-shirts to fans that collect and redeem wrappers from their favorite Hershey products. Specially-marked displays of participating Hershey products are available at retail now through December 2009.

"Partnering with NCAA Football is an exciting way for Hershey's to help fans celebrate the loyalty and enthusiastic spirit they have for college football and their schools," said Jody Cook, spokesperson for The Hershey Company. "The 'I'm A Big Fan' promotion lets fans embrace the thrill of competition and school spirit while also enjoying the delicious Hershey's products they love."

Fans can face-off in the Hershey's "I'm A Big Fan" contest by submitting a short video (three minutes or less) to www.hersheysbigfan.com demonstrating why they are college football's most passionate fan. Each week five finalists' videos will be selected and posted to the contest Web site for fans to vote and select a winner. Now through November 3, eight weekly winners will receive a Visa® Gift Card valued at $1,000 each along with Hershey's branded college football gear. Each weekly winner will also earn a spot in the final round of voting to determine Hershey's "I'm A Big Fan" champion, which will begin November 11. The finalist receiving the most votes will be crowned with the Hershey's "I'm A Big Fan" title. The winner will be awarded the grand prize of a trip for four and tickets to a 2010 college football home game of their choice, including two nights' accommodations and the ultimate tailgating experience provided by Hershey's, featuring catered food and beverages, Hershey's products and branded tailgate gear with the college logo of their choice.

In addition to submitting videos for the Hershey's "I'm A Big Fan" contest, college football fanatics can show off their school spirit by posting their best fan photos to the Hershey's "I'm A Big Fan" Web site. Photos can be shared with family, friends and even rivals through social media sites like Facebook, Twitter and Flickr.

Those fans in need of a little help boosting their game day wardrobe can redeem 15 wrappers from specially-marked displays of their favorite Hershey products, including Hershey®'s Milk Chocolate Bars, Reese's® Peanut Butter Cups, Kit Kat® Wafer Bars, PayDay® Peanut Caramel Bars, Almond Joy® Candy Bars and York® Peppermint Patties to receive a free NCAA Football team t-shirt from a list of participating schools. Wrappers can be redeemed, now through December, by completing a registration form at www.hersheysbigfan.com and mailing to the address provided.

For more information on Hershey's "I'm A Big Fan" promotion and official contest rules, visit www.hersheysbigfan.com.

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 operations throughout the world and more than 12,000 employees. With revenues of more than $5 billion, Hershey offers such iconic brands as Hershey's, Reese's, Hershey's Kisses, Kit Kat, Twizzlers and Ice Breakers as well as the smooth, creamy indulgence of Hershey's Bliss chocolates. Hershey is a leader in the fast-growing dark and premium chocolate segment, with such brands as Hershey's Special Dark and Hershey's Extra Dark. In addition, Artisan Confections Company, a wholly owned subsidiary of The Hershey Company, markets such premium chocolate offerings as Scharffen Berger and Dagoba. 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 NCAA Football

NCAA Football USA, Inc. represents a coalition of the American Football Coaches Association (AFCA), the Collegiate Commissioners Association (CCA), the Football Bowl Association (FBA), the National Association of Collegiate Directors of Athletics (NACDA), the National Collegiate Athletics Association (NCAA) and the National Football Foundation (NFF) and serves as the collective voice to promote college football. Visit www.NCAAFootball.com for more information.

Contact Information: Contact: Jody Cook The Hershey Company 717.534.4288 Christopher Goodrich JSH&A Public Relations 630.932.1028