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CONFECTIONERY HI-CHEW’S EXPANDED SOCIAL MEDIA CAMPAIGN Morinaga Asia Pacific has launched an expanded marketing campaign to support retail sales of Hi-Chew fruit chews in Australia and New Zealand. In recent months Hi-Chew has been running a test campaign focused on social media, including Facebook and Instagram, featuring its new slogan ‘Fortune flavours the bold’. The trial program is claimed to have raised both awareness and sales, especially among Hi-Chew's core 18- to 29-year-old target. The centrepiece of the expanded campaign is ‘Fruit wrestling’, a new 30-second high-definition, animated video created as a humorous take on the sport of sumo. The campaign also features a new brand ambassador, Japan-born Sachiyo Yamada, who was selected to play for Australia's national lacrosse team in 2017, winning a bronze medal at the World Games. Hi-Chew's ramped-up campaign is scheduled to run until the end of October. Morinaga Asia Pacific Co Managing Director Terry Kawabe says Hi-Chew is making a major commitment to both the Australia and New Zealand markets. “Our candy is the best-selling soft candy in Japan, and sales have more than tripled in the US over the past five years,” he said. “We plan to do whatever it takes to achieve the same success here.” To date, the fruit chews have been offered in more than 170 flavours. “Sales value in the US rose to US$58 million last year,” Mr Kawabe said. “We expect to see a rapid growth rate here as well.” Available packaging includes peg bags with mixed flavours (Original Mix 100g, Tropical Mix 100g, Sweet & Sour 90g) and sticks in strawberry, grape, green apple, and mango flavour. The product was created in 1975 by Morinaga & Co, said to be one of Japan's ‘big four’ confectionery companies. NEED FOR SWEET UNWAVERING IN PANDEMIC TIMES According to Robern Menz CEO Phil Sims, demand has increased for confectionery during the Covid-19 emergency. “Some speculate that in difficult times people turn to comfort food and nostalgic, patriotic brands,” he told Convenience World. “For the first time, we’ve had to operate our factory 24/7 to meet demand. Being able to offer more work to local South Australians has been really rewarding for us.” He adds that investing in online marketing has been critical in terms of the company's success. “Increasing share of voice when people are at home scrolling on their phones or surfing the internet when on their lunch break is important,” Mr Sims said. “We want people to feel affectionately and strongly for both Violet Crumble and Menz FruChocs brands, so that it’s always in the back of their mind when they’re making purchasing decisions.” He emphasises that social media is vital for marketing in 2020, with the company making use of key platforms to communicate its brand and new products, and to engage with potential and existing customers. The company also works with partners that have a strong online presence and community to share its brand story. New flavours and formats recognised Mr Sims says since Robern Menz took over the Violet Crumble brand two years ago, it has delivered different formats and flavours that respond to consumer trends and tastes. He says the Violet Crumble bar is performing well across P&C outlets in Australia and securing new distribution each month to ensure consumers can get their hands on this “iconic bar as easily as possible”. “Its recognisable and iconic packaging appeals to many who are grabbing something to go,” Mr Sims said. “We’ve seen a lot of enthusiasm for the Violet Crumble bag, too. Its shareable format is great for those purchasing to share in the office or with the family. “As a family owned, independent company with our factory in Adelaide, we’re able to develop new products for the range relatively quickly. This included optimising the popularity of dark chocolate variations with the launch of the Violet Crumble Dark bar.” The bar is available in Caltex, Coles Express, Urbanista in NSW, and selected BP retailers nationally, as well as OTR, X Convenience, AM-PM and Liberty Tip Top in South Australia. Other new formats include the Violet Crumble bag in milk and dark, and Nuggets – small nibble-sized bites of the choc covered honeycomb. The Violet Crumble milk bag is available in 7-Eleven, Coles Express, Caltex, WH Smith, BP and EG Fuels nationally. Violet Crumble Nuggets can also be purchased at Urbanista (NSW), Coles Express and EG Fuels sites across Australia. In South Australia, the brand’s Menz FruChocs are widely available in P&C, particularly the regular 150g bag of the product, Mr Sims says “We launched Menz Mango FruChocs – which is available in 150g packs from OTR stores, X- Convenience, AM-PM and Liberty Tip Top sites across South Australia – earlier in 2020,” he said. “The full range of FruChocs can also be found in Eddy Nader’s Urbanista sites in NSW.” 62 CONVENIENCE WORLD SEP/OCT, 2020