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Reese's Peanut Butter Cups to Offer Lucky Fan a Shot at $1 Million by Picking the 'Perfect Play'

Starting today, the Reese's brand, a proud corporate partner of the NCAA for the third consecutive year, begins its "Perfect Play" promotion. The promotion gives fans the opportunity to vote for the top NCAA men's basketball play each week while registering for the chance to make a half-court shot for $1 million during the 2012 NCAA Final Four Men's Basketball Championship.

Coupled with its "Perfect Play" promotion is Reese's third annual sponsorship of the National Association of Basketball Coaches (NABC) College All-Star Game on April 1, 2011, at Reliant Stadium in Houston, Texas, featuring top senior collegiate basketball players from across the country.

"We are delighted to be back as a corporate partner with the NCAA to sponsor the Reese's College All-Star Game and 'Perfect Play' promotion," said Anna Lingeris, spokesperson for The Hershey Company. "What better way for fans to celebrate March Madness than by shooting for a chance at $1 million?"

Fans can visit www.reesesperfectplay.com to view weekly NCAA men's basketball game highlights and vote on the clip they think is the Reese's "Perfect Play." Each week, those who vote for the winning play will be entered for a chance to win the grand prize: a shot at making a half-court basket for $1 million at the 2012 NCAA Final Four.

But fans don't have to wait until next year to get a taste of Reese's continuing commitment to the NCAA: Opening this year's NCAA Final Four weekend is the Reese's College All-Star Game. This free event will take place April 1, 2011, at 4:30 CST. This is the third year the Reese's brand is sponsoring the Division I game, and for the first time the brand will also sponsor the Division II and Division III games. For those who can't attend, the Reese's College All-Star Game will air on truTV.

Prior to the Reese's College All-Star Game, and in a continued effort to give back to local communities, the Reese's brand and the NCAA will team up with Houston's market share leader Kroger to host an event at Texas Children's Hospital. On March 31, 2011, Reese's and Kroger will present a $10,000 donation to the hospital, and players and coaches from the Reese's College All Star-Game will be on hand to sign autographs and spend time with patients.

For more information on Reese's "Perfect Play" promotion or to vote for the week's top NCAA men's basketball moment, visit www.reesesperfectplay.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 the NCAA

The NCAA is a membership-led nonprofit association of colleges and universities committed to supporting academic and athletic opportunities for more than 400,000 student-athletes at more than 1,000 member colleges and universities. Each year, more than 54,000 student-athletes compete in NCAA championships in Divisions I, II and III sports. Visit www.ncaa.org and www.ncaa.com for more details about the Association, its goals and members and corporate partnerships that help support programs for student-athletes. The NCAA is proud to have the following elite companies as official Corporate Champions-AT&T, Capital One and Coca-Cola—and the following elite companies as official Corporate Partners-Enterprise, The Hartford, Hershey's, Infiniti, LG, Lowe's, Planters, Unilever and UPS.

About the National Association of Basketball Coaches

Located in Kansas City, Missouri, the NABC was founded in 1927 by Forrest "Phog" Allen, the legendary basketball coach at the University of Kansas. Allen, a student of James Naismith, the inventor of basketball, organized coaches into this collective group to serve as Guardians of the Game. The NABC currently has nearly 5,000 members consisting primarily of university and college men's basketball coaches. All members of the NABC are expected to uphold the core values of being a Guardian of the Game by bringing attention to the positive aspects of the sport of basketball and the role coaches play in the academic and athletic lives of today's student-athletes. The four core values of being a Guardian of the Game are advocacy, leadership, service and education. Additional information about the NABC, its programs and membership, can be found at www.nabc.org.

About Kroger

The Kroger Southwest Division operates 208 stores, 197 pharmacies and 100 fuel centers in Texas and Louisiana and is part of one of the nation's largest retail grocery chains serving customers in 31 states. For more than 125 years Kroger has emphasized a customer-first approach to providing quality products, value pricing, outstanding service and an exceptional shopping experience. Headquartered in Cincinnati, Ohio, the supermarket retailer is dedicated to making a difference in the communities it serves by supporting hunger relief, education, women's health and wellness, and diversity programs. For more information about Kroger, please visit www.kroger.com.

NCAA, Final Four, Women's Final Four, NCAA Basketball and March Madness are licensed by or trademarks of the National Collegiate Athletic Association.

M Booth & Associates
Frani Lieberman
212.539.3220
franil@mbooth.com
or
The Hershey Company
Anna Lingeris
717.534.4874
alingeris@hersheys.com