Juicy Gen Z: Hi-Chew Unleashes a Fruit-Filled Adventure on the Campaign Trail

The Campaign Trail column showcases innovative marketing campaigns. To access previous editions, visit the archives section.

Hi-Chew fruit candy, manufactured by Morinaga & Company, has been a popular choice in Japan for many years. However, it gained significant attention in the United States over the past decade due to an advertising campaign centered around Major League Baseball. This marketing effort resulted in a remarkable increase in U.S. sales of the candy, soaring from $8 million in 2012 to over $100 million in 2021, as reported by The Atlantic.

However, with the buying power in the confectionery industry shifting from Gen X and older millennials to younger millennials and Gen Z, Morinaga recognized the need to engage in a conversation with these young consumers. According to Joanne Hsu, the senior brand marketing manager at Morinaga America, Inc., the brand's research has revealed striking similarities between the brand and Gen Z. Hsu stated, "We have discovered that both our brand and Gen Z desire to be part of a community, while also craving to express their individuality... We firmly believe that this sense of uniqueness serves as the common language through which we can establish a deep emotional connection with Gen Zers."

The campaign, developed in collaboration with Gigasavvy agency, aims to convey Hi-Chew's enduring chewiness and authentic fruit flavors in a way that resonates with young consumers and their lifestyle.

According to Mitch Fait, creative director at Gigasavvy, Hi-Chew has a distinct appeal with a dedicated following similar to a band that gains popularity before hitting it big. The challenge is to maintain this niche audience while also competing on a larger scale.

The brand and the agency wanted to create a commercial that would appeal to their core fans while also attracting new customers. They wanted to avoid making a commercial that would not be related to the product and would not enhance the brand's recognition. Fait explained that many commercials leave viewers confused about which brand they are promoting.

To prevent falling into the same pattern, Gigasavvy dedicated efforts to authentically recreate the delightful and nostalgic experience of enjoying High-Chew's uniquely chewy and fruity candy. This led to the creation of a vibrant and visually appealing final product that fostered an emotional connection with the audience. Gigasavvy President Kyle Johnston expressed their goal of evoking the joyful and carefree sensation of indulging in candy during childhood, stating, "We aimed to capture the essence of that enjoyable and happy experience, almost transporting people back to their childhood memories. The spot was so immersive that I could almost imagine the scent of the fruit while watching it."

The ad incorporates nostalgic elements, such as Hi-Chew candies resembling Lego blocks and giant fruit reminiscent of "Pac-Man." However, it also aims to align with the content consumers actively search for, using familiar formats. For instance, there is a transition to a vertical video in selfie mode, which is commonly seen and expected by viewers.

"I particularly admire the seamless shift from the vertical video to the broadening of reality," Fait commented. "For those who appreciate symbolism, it signifies the act of disconnecting from our devices, with Hi-Chew serving as a catalyst for breaking free from digital limitations."

Hi-Chew beckons young consumers into its lively universe, daring them to venture beyond the offerings of mainstream candy companies. Fait emphasizes the importance of maintaining that sense of exclusivity and unwavering devotion that arises when individuals discover and adore a band prior to their rise to fame.

"We strive to preserve that adoration and allure," he explained.