Chewits Case Study
The Brief
The Brief
The primary objective of this campaign was to revitalise the Chewits brand presence across TikTok, Instagram, and Facebook through a 2026 Always-On social strategy. Chewits, a legacy brand under the Cloetta umbrella, sought to leverage the existing successful partnership established through our work with sister brands Candy King and The Jelly Bean Factory.
Because of the success of our bold and playful ideas for those brands, Cloetta invited us to support Chewits with a specific goal: produce 12 pieces of content that blend flavour-first nostalgia with modern social culture. Central to this brief was a User Generated Content (UGC) activation involving the coordination of three external creators.
What We Did
Content Creation
The Approach
Our approach was rooted in bold, playful ideas designed to achieve high engagement through variety and relatability. We divided the production into three distinct pillars:
1. High-quality static and carousel content
We utilised flat lay photography to highlight the diverse product range, which included everything from classic Strawberry Chews to the more intense Xtreme range.
- Aesthetic alignment: For the "Our January Favourites" carousel, we used backgrounds that matched the specific product colour for each slide.
- Flavour visuals: We incorporated fruit slices and props that coincided with the product flavours to enhance the visual appeal.
- Lifestyle integration: We moved beyond simple product shots by creating "Sweet Skewers" content. By using props like plates, napkins, and tablecloths, we positioned Chewits as the ideal snack idea for movie nights.
2. Interactive and narrative video (Reels and TikTok)
The video strategy focused on high-energy, relatable scenarios that spoke to the workday and home environments.
- The workday survival kit: We tapped into the organisation trend by filming the assembly of a snack box perfect for office days. This positioned Chewits as a practical, portable snack with standout options like Blue Raspberry, Juicy Bites and Strawberry Laces.
- The snack drawer: We leaned into the "sign" trend by creating a video with the hook, "This is your sign to have a designated snack drawer," encouraging brand integration into the viewer's daily routine.
3. UGC coordination and vox pops
To ensure authenticity, we coordinated three UGC creators who were tasked with flavour-first storytelling.
- Vox pop content: We executed a "Guess The Flavour" blind taste test using the Mixed Flavours Pack. This captured genuine first impressions and guesses in various indoor and outdoor locations.
Creator Autonomy: Creators received an open brief to show themselves in the content through trends or humorous edits. The only strict constraint was ensuring no children were featured or mentioned, as the brand cannot market to under-18s.
The Results
The campaign successfully transitioned Chewits from a nostalgic memory into a contemporary social media presence. By delivering a diverse mix of 12 content pieces, we provided Cloetta with a robust library of assets ranging from high-end studio-style photography to raw, high-engagement UGC.
The strategy effectively showcased the full breadth of the 2026 product line, specifically highlighting the Xtreme sour range and the Juicy Bites innovations. The coordination of UGC creators added a layer of peer-to-peer validation that static brand posts cannot achieve, resulting in a community-focused Always-On presence that resonated with the target adult demographic.
Hungry for more? Check out all our food and drink content to see how we keep brands looking fresh and top of mind on Instagram and TikTok.
