Hi-Chew Haunted HI-CHEW

Haunted HI-CHEW Logo ImageHaunted HI-CHEW Logo Image

A Story of Possessed Candy, Told and Sold Through Social

HI-CHEW claims to be irresistible, but is it so irresistible that people would still want it even if it was possessed? To find out, we set up an Instagram store where people could buy bags of HI-CHEW that stayed amongst the ghosts at three of the most haunted locations across the country. Not only did we create the world’s first potentially possessed candy, but we promoted and sold the product entirely through social.

Would People Want HI-CHEW If It's Posessed? CardWould People Want HI-CHEW If It's Posessed? Card
Two Bags of HI-CHEW CandyTwo Bags of HI-CHEW Candy

We sent HI-CHEW bags to the Winchester Mystery House, the Belcourt Castle, and the Stanley Hotel. We documented the bags stay each location through social media, capturing all of the bone-chilling moments that arose.

bag of HI-CHEW on a pianobag of HI-CHEW on a piano
hi-chew on banisterhi-chew on banister
hi-chew on bedhi-chew on bed
influencerinfluencer

Ghosts can't easily be captured on camera, so we had artist Robert Ball, of Goosebumps fame, create posters featuring the haunts from each location. Each poster became a shoppable post, driving to our Insta store.

spooky artworkspooky artwork
spooky artworkspooky artwork
spooky artworkspooky artwork
spooky artworkspooky artwork

Fans flocked to our Instagram store in troves, wanting to see for themselves if these bags of HI-CHEW were truly haunted. The bags sold out within hours.

three phones showing sold out HI-CHEW on socialthree phones showing sold out HI-CHEW on social
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Results:

1.6 Million Impressions

+13,532% YoY increase in reach

513% above average industry engagement rates

+47.9% increase in positive brand mentions