HI-CHEW is a specialized candy brand with a passionate cult following. The Japanese candy is celebrating its 10th anniversary in the US and is looking to increase awareness and compete in a highly competitive category of well-known, established fruity and chewy candies. HI-CHEW was looking for a creative agency of record to help boost awareness and brand affinity with its candy, and they turned to Gigasavvy for our ability to quickly understand their brand and our fresh perspective on connecting HI-CHEW with new and existing fans.
- Mix of traditional and digital marketing channels
- Brand assets for tradeshows, radio, and television
- National Creative Campaign including Broadcast TV Spot
Bring Flavor To Life
Do justice to a well-loved brand with a strong cult following. While HI-CHEW has its fair share of fans among younger demographics - especially along the west coast of the US - it was looking to expand awareness with a broader audience across the country. Gigasavvy set off to develop a multi-channel brand awareness campaign that introduces and draws in new candy-lovers. Our challenge is to maintain the unspoiled novelty that gets younger generations excited and passionate about the brand, while supporting the larger HI-CHEW effort to expand awareness.
Fun and excitement, front and center! Many popular candy brands fall on a slapstick sense of humor that appeals narrowly to a young, male demographic. HI-CHEW wants to stand out in a way that is authentic to its brand, and feels welcoming to a larger audience of candy-buyers. Collaborating with multiple agencies, we synthesized market research and competitive insights to build a full picture of candy purchasing habits before developing the creative direction. We landed with an imaginative approach that can target multiple generations without alienating the core base.
Today, HI-CHEW relies on Gigasavvy to produce materials for a variety of applications including its trade show booth, consumer advertising, and sponsorship of the Los Angeles Angels.