AGENCY: Tayburn
CLIENT: Leaf International

During the eighties, Chewits was a prolific TV advertiser with memorable adverts depicting the life of a monstrous character eating various landmarks. Since then, bans have been enforced against such advertising, and Chewits needed to reach the key under-16 audience in other ways. They also needed to re-engage with their older, nostalgic audience.

Tayburn’s role was to build an appealing online presence around the brand mascot, Chewie. They developed a gaming website that became Chewie’s world and took cues from old adverts to delight both young and older audiences. Tayburn also created a Facebook page for Chewie to help foster loyalty and engagement.

Chewie now has almost 80,000 Facebook fans and the website has received 160,000 visits, with more than 1.9m plays on Chewits games. Market research indicated that 94% of sample respondents had seen or heard of Chewits – higher than competitors such as Starburst and Fruitella. Of the group, 86% had tried Chewits, 49% had continued to eat Chewits on an ongoing basis, and 8% claimed Chewits was their preferred brand.

The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.