The trend of branded merchandise has continued to grow, allowing consumers the opportunity to represent their favorite brand anywhere at any time. With HI-CHEW, the fruity chewy candy, we’ve seen fandom flourish year over year. For years, fans have been asking for swag, and in 2020, HI-CHEW was able to make this a reality with the launch of the limited edition capsule collection of apparel and accessories.
For the first time, HI-CHEW fans and consumers alike have the opportunity to represent the fan-favorite candy brand's lively personality through fun and fashionable items. The collection debuted with 6 selections, including a branded sweatshirt, socks and tote bags, exclusively available at HI-CHEW.com.
We engaged top-tier editors and key foodie influencers, including Food52, PopSugar, EliteDaily, HerCampus, Rachael Ray Everyday and more, to be some of the first to receive the limited-edition merchandise. Sharpies executed a wide media blitz to national, food and lifestyle editors and continued to position the new merchandise as the perfect holiday and seasonal gift.
The launch coverage reached 3 million impressions, including inclusion in Food52 as the ideal Valentine’s Day gift for the candy lover. Social traction from editors who received the package resulted in over 18k impressions.