Insight:
The $16B candy industry is a crowded space historically dominated by household names that have used tried and true branding and advertising tactics to earn and retain market share. HI-CHEW’s superior product and growing distribution helped them reach $100m in sales, but with a lofty goal of reaching $250 million in sales by 2030, they needed to expand their brand platform and further expand into the US market, while staying true to the cult following that got them here.
CLIENT
HI-CHEW
SERVICES
Market Research
Brand Positioning Strategy
Brand Identity & Design
Creative Strategy
Concept & Campaign Design
Content & Storytelling
Commercial Production
Branded Content
Social Media Content
Video Production
Motion Graphics & Animation
Idea:
Create a quirky and mischievous mascot that fans new and old could relate to and champion as the ultimate instigator of fun. Then, collaborate with partner agencies to stage a “live” social media launch/stunt of the highly anticipated mascot to their already rabid fan base and leverage strategic PR tactics to generate the earned media needed for literally millions of people to meet the mischievous, lovable Chewbie.
Impact:
HI-CHEW proudly launched Chewbie as their official mascot, with a national debut on Jimmy Kimmel Live!, a vibrant 3D billboard takeover in Times Square, and appearances within Fortnite mini-games, not to mention numerous mentions in national press. Chewbie’s playful energy has created unforgettable fan experiences, elevated the HI-CHEW® brand nationwide, and continues to drive sales and open up new distribution channels.
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