Every year, Sharp brainstorms exciting and unique ways to launch the latest HI-CHEW flavor offerings. To get the word out about the new HI-CHEW Watermelon Stick, Sharp concepted a one-of-a-kind, droolworthy collaboration with NYC-based bakery, The Doughnut Project: a limited-edition HI-CHEW Watermelon doughnut.

Sharp worked closely with The Doughnut Project to develop the perfect candy-inspired doughnut that brought to life the immensely fruity, intensely chewy candy brand and vibrant Watermelon flavor. Ahead of National Watermelon Day (August 3rd), we engaged about 10 top-tier editors and key foodie influencers, including Real Simple, Best Products, Elite Daily, Good Morning America, AOL in the Know, to be some of the first to try the Watermelon Sugar HI-(CHEW) Doughnut.

The doughnut creation was available for a limited time promotion at The Doughnut Project's West Village location, with the first 100 customers to purchase a Watermelon Sugar HI-(CHEW) doughnut receiving a free HI-CHEW Watermelon stick. Initial coverage of the collaboration generated over 400k impressions.