NEW YORK – Mondelez International and Hershey Co. have united with Kraft Heinz. Co. for a new campaign that seeks to generate a bigger sales bang from s'mores season, writes Ad Age.

Launching on social media, the three companies are hoping to tug at the heartstrings with a video showing kids going camping for the first time and enjoying the familiar treat made with the companies’ respective products: Hershey's chocolate, Kraft Heinz's Jet-Puffed marshmallows and Mondelez's Honey Maid graham crackers.

The goal of the campaign is to extend the summer s'mores season, which tends to taper off as summer begins fading to fall and thoughts turn to heading back to school, Stacie Stauffer, a senior brand manager at Hershey, told Ad Age. The three companies have been working together to push s'mores at retail since 2007, but this is the first time they have extended the campaign beyond in-store promotions.

The brands will send s'mores kits to 100 people selected at random who share the video on social media and tag it with "#ShareSmore" and "#PickMe." Fans are also asked to share their first s'mores experience.

S'mores history dates back to at least 1927 when the recipe for the treat was published in a Girl Scout handbook. These days, some 2.3 million s'mores are consumed each summer in the United States, according to Hershey, with the campfire treats serving as a "major, major growth driver" for Hershey, which cites an impressive statistic: On an average summer day, an estimated 110,000 pounds of Hershey's chocolate is used for s'mores.