top of page

Create Your First Project

Start adding your projects to your portfolio. Click on "Manage Projects" to get started

Hi-Chew

Project type

TV

The ask

Hi-Chew was poised to enter the US market. They had a product that was extremely popular in Japan. Now it was time to make it big here.

The insight

American candy tends to play it safe, while Japanese candy embraces unexpected flavors, textures, and experiences.

The idea

When you're big in Japan.
This campaign turns that cultural difference into a point of distinction, positioning HI-CHEW as a deliciously different kind of candy that invites Americans to step outside the ordinary and discover something new—something sensational.

My role

Concept, copywriting, producer at Saxton Horne

​

bottom of page