Bite Size Adventures for Chewits - Best FMCG/Retail Campaign Winner - Agency UK - The Independent Agency Awards 2022

Campaign Summary:

Most Brits think of Chewits sweets fondly; from the classic 70s Godzilla-style TV ads, to the high-impact ‘I like to chew it chew it’ animation of the 90s.

But when we were appointed in 2019, Chewits’ advertising had been dormant for a decade.

The challenge was to wake Chewie from his slumber, launch new flavours, formats and pack designs and improve brand awareness and preference. The HFSS ban on advertising to children meant we needed to target millennials, now with their own families.

Rich family-friendly content was the key to engaging this demographic. We evolved Chewits ‘unleash the taste adventure’ brand promise into ongoing ‘bite-sized adventures’ – reflecting our research on how families like to spend time: outdoors, playing, discovering and creating.

We brought bite-sized adventures to life with chewtastic animation, seasonal content, games and competitions. We encouraged people to share UGC, with parenting influencers amplifying activity.

Results were outstanding for a small non-broadcast budget: 3% increase in brand awareness, 7% increase in positive sentiment overall with 20% increase among Millennials, overtaking Fruitella and Haribo.

With this activity we showed brands with latent positive feeling can succeed using only social and influencer marketing – shoring up against further advertising restrictions ahead.

- AgencyUK​