To celebrate Easter and the recent launch of HI-CHEW’s first seasonal product, the HI-CHEW Bites Easter Egg, we launched a playful campaign inviting brand fans to challenge the traditional chocolate bunny craze and choose chewy, fruity flavor this Spring – “Save a (Chocolate) Bunny, Eat HI-CHEW®”.

As an egg-ceptional kick-off to the candy-centric holiday season, we took to the streets of Manhattan for a one-day-only event and enlisted the help of HI-CHEW Easter Bunnies to hand out classic Easter eggs filled with HI-CHEW’s iconic pillow packs to New Yorkers, spreading joy throughout the Big Apple.

To further our goal of promoting holiday cheer among loved ones and providing brand fans a unique way to engage with HI-CHEW’s exciting product offerings, we developed a tongue-in-cheek online petition for fans to pledge their intent to “save” the millions of chocolate bunnies consumed yearly and instead reach for HI-CHEW’s fruit-forward flavors. Complete with a sweepstakes component, where up to 1,000 lucky fans had the chance to win limited-edition merchandise and a HI-CHEW Bites Easter Egg, the petition received over 14,000 signatures throughout the campaign’s week-long lifespan!

We partnered with influencers to create egg-stravagent content across TikTok and Instagram, and secured placements in media including Trend Hunter, Retail Dive, and more. Our efforts generated 810 million+ impressions ahead of the Easter holiday.