Page 48 - Conveniece World Magazine Nov/Dec 2020

CONFECTIONERY HI-CHEW GOES BIGGER AND BETTER WITH SOCIAL CAMPAIGN Social media is the name of the game when marketing to young people, and Hi-Chew seems to have hit the jackpot with its new digital campaign. A trial consumer competition in October, focused on Instagram and Facebook, achieved a total reach of more than 140,000 members of the target audience, with an equivalent number of video views and nearly 1000 likes. “We’re really happy about the success of this campaign,” said Terry Kawabe, Managing Director of Morinaga Asia Pacific Co., which distributes Hi-Chew. “Young people are fascinated by our fruit chew. They know it’s been a hit around the world.” Based on the initial competition’s popularity, Hi-Chew (Japan’s number one selling soft candy) expanded the campaign in November and December. It is set to run in both Australia and New Zealand, with a competition scheduled for 9-13 November. In October, social media viewers guessed how many pieces of Hi- Chew were in a jack-o’-lantern. For November, Hi-Chew fans need to guess the number of pieces in a giant vintage bathtub. Winners will receive an entire tub’s worth of candy. “‘Fortune Flavours the Bold’ is the theme that drives Hi-Chews,” said Cec Parnell, Creative Director of advertising agency Sponge. “And these competitions are big, bold and full of flavour.” There will be a third event in December, just in time for Christmas. “Consumer interest and sales continue to grow,” said Anthony King, Managing Director of Australian distributor Grocery Corporation. “We expect that trend to continue, as Morinaga continues to invest in marketing programs.” Packaging includes peg bags with mixed flavours (100g Original Mix, 100g Tropical Mix, 90g Sweet & Sour) and sticks in four different flavours (Strawberry, Grape, Green Apple, Mango). SOME CONFECTIONERY SALES GROW DISPROPORTIONATELY CTC Marketing Manager and Designer Bernard Fauvette tells Convenience World that at the height of the pandemic P&C sales ground to a holt while grocery sales experienced an uptick. However, Mr Fauvette highlights that since August sales have corrected themselves and, in some cases, have grown disproportionately. “People appear to be looking towards convenience channels to avoid crowded grocery retailers,” he said. “In this space the consumer is always looking to take advantage of promotional pricing. Having said this, there doesn’t appear to be any evidence post-pandemic that people are being thriftier with their confectionery spending. “Our Joojoos range of confectionery is a good example here, with the confectionery achieving growth levels not seen since its original launch.” Mr Fauvette points out that the introduction of a “plush” toy promotion is helping to drive customer and consumer interest. “This kind of promotional innovation is essential to help brands not only survive but thrive post-pandemic,” he said. “As the promotions continue, they will also be evolving into other giveaway formats, capitalising on the collectable craze that continues to sweep the nation.” He adds that CTC’s confectionery will also be supported with custom display stands and POS to help create some in-store theatre. “This kind of activity has proven most effective in promoting new lines.” As to new products, the confectioner is in the process of launching a new confectionery brand, Zed Candy, which will comprise three new lines: Splosh Gum, Fruit Basket and Fizz Bombs. “The lines constitute a great range of novelty count lines that will stir up some excitement with the younger crowd," Mr Fauvette said. Going forward he says “the classics” will always need to be maintained but that customers will remain on the “lookout” for new products and flavours to engage with such as Zed Candy. “At the end of the day indulgence will retain its position at the heart of convenience confectionery choices, with people after their firm favourites or looking for something new to try.” 46 CONVENIENCE WORLD NOV/DEC, 2020