Sparking Bold Conversations
Haunted HI-CHEW
Haunted HI-CHEW
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HI-CHEW's new social campaign from MullenLowe US taps into Gen Z's affinity for horror entertainment.
It’s candy season, and HI-CHEW teams up with MullenLowe US to ditch trick-or-treating for a more chilling approach.
Haunted HI-CHEW is a social campaign that documents the stays of three HI-CHEW bag flavours as they visit some of the most haunted locations in the US – Winchester Mystery House, Stanley Hotel, Belcourt of Newport.
Leaning into gen z’s affinity for horror entertainment, HI-CHEW is spooking fans on their social feeds with short films documenting the candy bags’ eerie after-dark experiences. In addition to the films, they enlisted Goosebumps and Game of Thrones Illustrator Robert Ball to capture the folklore of each location in custom illustrations and tapped three paranormal influencers to amplify the campaign further.
From 10/13-10/20, the haunting narrative builds with a new location video each day and culminates with the sale of the potentially possessed HI-CHEW, along with a chance to win a chilling experience at the Winchester Mystery House. View the social posts here.
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