Brand Campaign · Art Direction · Broadcast · Digital · Experiential
Bringing a world of flavor to a bigger audience.
Turning candy fans into brand fans.
HI-CHEW had built a loyal following among younger consumers, but the opportunity was to introduce the brand to a broader audience across the country. The challenge was to make HI-CHEW’s distinctive flavors, playful personality, and uniquely chewy experience resonate beyond its existing fan base. The campaign needed to build awareness at a national scale while making the brand feel fresh, fun, and instantly recognizable across multiple channels.
A little more fun in every frame.
The creative approach centered on bringing HI-CHEW’s flavor and personality to life through bold color, playful storytelling, and an energetic visual world.
I helped develop creative that extended beyond a single advertisement, translating the brand into a multi-channel campaign anchored by a national broadcast TV spot. Supporting assets carried that same playful energy across digital advertising, radio, trade shows, and other brand touchpoints—creating a more connected expression of HI-CHEW wherever audiences encountered it.
Making the brand work across every touchpoint.
I contributed to the creative development and execution of a national brand awareness campaign, helping translate HI-CHEW’s personality into a cohesive visual experience across broadcast, digital, and supporting brand materials.
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Brand & art direction.
Helped shape a colorful, energetic visual approach that made HI-CHEW’s flavors and personality the center of the campaign.
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Campaign development.
Contributed to creative that brought the brand to life through a national broadcast TV spot and supporting campaign assets.
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Creative collaboration.
Partnered with the broader agency team to bring the campaign together, translating the creative concept into a range of executions for different audiences and formats.
A national campaign with room to grow.
The work helped HI-CHEW show up with a more cohesive, high-energy brand presence across a range of national marketing touchpoints. By combining broadcast creative with supporting campaign assets, the campaign created multiple opportunities to introduce the brand to new audiences while reinforcing what made it distinctive.
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National reach.
National reach
A broadcast TV campaign designed to introduce HI-CHEW to a broader audience across the United States. -
Brand consistency.
Brand consistency
A unified visual approach helped carry HI-CHEW’s colorful, flavor-forward personality across campaign touchpoints. -
Audience explansion.
Audience expansion
The campaign supported the brand’s ambition to reach beyond its existing younger fan base and connect with more candy lovers nationwide.
