In an effort to spread joy and embrace human connection, Russell Stover has launched a campaign on the social platform TikTok to create the World’s Biggest Virtual Hug. 

Enlisting TikTok megastar Jason Coffee and family alongside others, including Russell Stover employees, the brand is seeking to inspire a social movement for the record books while providing the gift of emotional connection virtually, as the world continues to practice social distancing.

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. 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 honor of National Nurses Week (May 6-12) and to acknowledge the tireless efforts of nurses and healthcare workers on the front lines, the Russell Stover brand will make 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, v.p. 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 campaign, Russell Stover is further elevating the brand’s cultural relevance while sparking joy with consumer audiences by leaning into the concept of virtual hugs during this challenging time of social distancing. To supplement this creative, Russell Stover is encouraging the community to send virtual hugs to loved ones via custom created GIFs and a partnership with GIPHY.