Russell Stover maintains social connections with new TikTok channel

Iconic American chocolatier Russell Stover is running a new campaign on the popular social platform TikTok to create the ‘World’s Biggest Virtual Hug’ during the current stay-at-home restrictions caused by the coronavirus pandemic.

The Kansas City company is one of the country’s largest chocolate and gifting brands, and has enlisted TikTok megastar Jason Coffee and family alongside others, including Russell Stover employees, to inspire and foster social connection 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 front lines and sheltering in place at home.

Russell Stover said it also made donations of chocolates to National Nurses Week (May 6-12) in 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​.”

• To learn more, visit Russell Stover channels on TikTok and Instagram or join the fun online at #WorldsBiggestVirtualHug.