Hershey’s Fulfil Brand Partners With Association Of Pickleball Players


Hershey, PA — The Hershey Co.’s Fulfil brand is now the official protein bar of the Association of Pickleball Players (APP) 2024 Tour. Through the partnership all participants in the tour, including spectators and referees, can sample the bars, which have 15 grams of protein.

“We’ve designed Fulfil to be so delicious you’d think it’s candy, but we swear, it’s a protein bar,” says Garrett Adrian, brand manager. “That’s why our partnership with the APP felt like such a natural fit — pickleball is a sport that’s so fun but is a great way to stay active! Through our role as the official protein bar of the 2024 APP Tour, we’ll be giving the pickleball community a tasty way to fuel their play all year long.”

Through July 19, the brand will have a truck at APP Tour stops across the U.S., featuring a pickleball skills challenge, photo booth, pickleball swag and Fulfil bars.

Truck stops include:

  • May 7-12: Cincinnati
  • May 21-26: New York City
  • July 3-7: Southern Calif.

“Pickleball is all about fun, and that’s what the APP is serving up this year for our pros, amateurs and fans, alongside our partners at Fulfil,” says Tom Webb, APP chief marketing officer. “When we tried these protein bars for ourselves, we were blown away at how great they tasted, and we couldn’t wait to get our hands on more to satisfy our players during this year’s APP Tour.”

A creative campaign around the partnership called, “It’s a Candy Protein Bar,” has ads airing on major sports networks throughout the tour season. The campaign will also have full paid media and organic social support.