MullenLowe and Carmichael Lynch Media Bring on New Client Hi-Chew

IPG agencies MullenLowe and Carmichael Lynch Media have partnered on a second win in a fast start to the year. HI-CHEW, the famous fruity, chewy candy from Japan, already has a cult following but aims to capture a broader audience and break through culture.

"We are thrilled to announce our partnership with MullenLowe as our social creative agency and Carmichael Lynch for paid media. We look forward to seeing how these two agencies will bring our brand to life in new and exciting ways. With this partnership, HI-CHEW is confident that the brand will continue to grow within the industry and connect with its consumers on a deeper level,” commented Teruhiro Kawabe, Chief Representative for the USA & President/CEO Morinaga America, Inc.

“It’s a great time to be a candy brand, especially on social media, where food is another form of social currency,” said Dustin Johnson, SVP and social creative lead at MullenLowe. “We’re looking forward to having fun with HI-CHEW and building on their momentum to capture an even greater unfair share of attention.”

Carmichael Lynch Media will focus on growing brand awareness and expanding HI-CHEW’s passionate enthusiast base. Its audience-first approach will address core and opportunity markets, retailer targeting, and media, and all the ways the brand intersects with people’s busy lives. They’ll identify key affinity targets within their audience tools and connect with MullenLowe’s social conversation insights to capture the joy HI-CHEW brings in the moment.

“We’re so excited to partner with an iconic brand like HI-CHEW,” said Neil Goodspeed, director of media and senior partner at Carmichael Lynch Media. “People love it, carry it wherever they go, and enjoy the exotic flavours. Our team can’t wait to sink our teeth into this one. We see a tremendous upside and growth potential.”