Chewits

The brief

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

Brahm’s 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.

Our solution

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 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.

The outcome

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

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com