Chewits
How we launched Chewits back to its rightful place as the UK’s chewiest sweet.
First hitting the UK’s shelves in 1965…
Chewits was a staple of corner shops for generations, supported by years of iconic TV advertising from Aardman featuring now infamous lines such as “Chewier than Barrow-in-Furness bus station”.
By 2020, however, after ceasing marketing activity
for almost a decade, the brand had all but disappeared from the supermarkets and, crucially, customer’s minds.
Reawakening a British icon.
Since becoming their retained agency in 2020, AgencyUK has helped relaunch and rebuild the Chewits brand from the ground up and return the nation’s chewiest sweet back into major supermarkets and customers’ hearts nationwide.
Over the past six years, we’ve developed strategies, delivered campaigns, launched new ranges, grown socials, supported with trade, influencers and experiential activity and everything in between.
Which most recently meant creating their first nationwide TV, OOH and digital campaign in a generation.
A new Jewel in the Chewits crown.
In 2024, we led the strategy and creative to launch Chewits’ biggest new product range to date, creating their first full-production TV ad shoot in over a decade.
The campaign rolled out nationwide across TV, Spotify, YouTube pre-roll, paid social and out-of-home, including billboards, bus stops and digital screens near supermarkets.
The result? 27.2m impressions with our omni-channel approach, listings in Tesco, Morrisons, ASDA, WHSmith and more, and even a Silver award at The Grocer’s New Product & Packaging Awards 2024.
Growing for the future.
Our partnership with Chewits began in the depths of the first COVID lockdowns, when the world had greater concerns than chewy sweets.
Since then, we have supported the brand across all corners of their growth.
Today, we continue to help Chewits evolve, develop and grow across their branding, campaigns, socials and trade, supporting with trade listings and guiding the brand through new and evolving HFSS regulations.
And now, with exciting new developments on the horizon, we can’t wait to show you what’s next!
