Chewits

Click here to view the commercial

In 2003 Brahm were appointed by Leaf UK to promote its lead confectionery brand, Chewits. Historically Chewits have been targeted to the under 10’s with the animated character ‘Chewy the Chewosaurus’ featuring heavily in their advertising.

Brahms’ brief involved refreshing this character to broaden the brand’s appeal to the over 10’s and the creative strategy sought to re-affirm the chewing credentials of Chewits.

Brahm worked with award winning Tandem Films to produce the first new Chewits commercial for 2 years. The new Chewy was first unleashed on the world in a major cinema campaign in the autumn of 2003 alongside the blockbuster animated film Finding Nemo.

The new advert sees the iconic Chewits dinosaur return cooler and crazier than ever. The 40-second commercial takes a reality TV theme with a weird and wonderful assortment of animal wannabes auditioning to be the new face of Chewits. All fail to pass the essential chewing test and Chewy the dinosaur reclaims his rightful place as the brand’s star.

Cinema admissions during the campaign exceeded 9.4m & it was estimated that 30% of children aged 4-14yrs were exposed to the advertising.

For further information please contact David Lavelle, Head of Advertising or Ruth Holgate, Business Development Manager, on 0113 230 4000 or email greatoutcomes@brahm.com