For the second time in as many months IPG agencies MullenLowe and Carmichael Lynch Media have teamed to reel in a new piece of business--Hi-Chew, the fruity, chewy candy from Japan, which already has a following here but aims to capture a broader audience.  

MullenLowe will serve as the brand’s social creative agency and Carmichael Lynch will handle paid media chores for the brand. 

“It’s a great time to be a candy brand, especially on social media, where food is another form of social currency,” said Dustin Johnson, SVP and social creative lead at MullenLowe. “We’re looking forward to having fun with Hi-Chew and building on their momentum to capture an even greater unfair share of attention.” 

Carmichael Lynch Media will focus on growing brand awareness and expanding Hi-Chew’s  enthusiast base. Its audience-first approach will address core and opportunity markets, retailer targeting, and media. The agency will also identify key audience targets and connect with MullenLowe’s social conversation insights to capture the “joy” Hi-Chew brings in the moment. 

“With this partnership, Hi-Chew is confident that the brand will continue to grow within the industry and connect with its consumers on a deeper level,” commented Teruhiro Kawabe, Chief Representative for the USA & President/CEO Morinaga America, Inc. 

In April the two IPG agencies teamed to win the creative and media remits for the United States Golf Association.