Every year, Sharp works closely with HI-CHEW to create a fun, interactive and flavorful event experience for the brand’s new product launches. With events continuing to happen virtually in 2021, the team recently worked to bring the latest product offering to life in a unique way. To celebrate the launch of the new HI-CHEW Berry Mix bag, Sharp partnered with MacKenzie Smith from GrilledCheese Social to curate a delicious at-home cheese and charcuterie pairing experience that brought the berry flavors to life in each bite.
Sharp developed a media mailer experience that was inclusive of all the cheese, charcuterie and fruit-forward elements needed to build a DIY Berry Mix board. Each package was customized to media participants based on their quarantine set up - from date night to family night, or even roomies celebrations. Editors in attendance had the opportunity to follow MacKenzie via Zoom, as she walked them step by step through the cheese and charcuterie pairings with each of the new HI-CHEW Berry Mix flavors, while creating their boards at home.
The event had a total of 18 attendees, which included media from Allure, AskMen, Buzzfeed, CNBC, Good Housekeeping, US Weekly and more.
Initial launch media coverage reached 8 million impressions, including a feature in HYPEBEAST, with immediate social traction from editors who attended the launch totaling 20k+ impressions.