The agency already works on the B2B side of the business.
The agency won the project with a programme that will focus on getting parents who bought Chewits as children to look at the brand again, giving them an opportunity to reminisce and introduce the brand to their own children. The campaign will invoke childhood memories of places, fashions and flavours and will include social media and online promotion. There will also be activity to support limited edition seasonal variants.
Chewits were launched in the UK in 1965 and are manufactured by Leaf Confectionery.
Hollie Roberts, UK Consumer Marketing Manager at Leaf comments: “This is an exciting year for the brand and an opportunity to re-connect with parents. The on-trend nostalgic route Cirkle proposed is one we believe will really resonate.”
Cirkle Chairman, Caroline Kinsey says: “We are delighted to have extended our remit with Chewits to include consumer on the back of our successful B2B work. The team is looking forward to getting mums and dads back on board and fully engaged with Chewits.”