{"id":7355,"date":"2024-09-27T12:12:01","date_gmt":"2024-09-27T16:12:01","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/09\/27\/hi-chew-introduces-their-first-brand-mascot-chewbie\/"},"modified":"2024-09-27T12:12:01","modified_gmt":"2024-09-27T16:12:01","slug":"hi-chew-introduces-their-first-brand-mascot-chewbie","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/hi-chew-introduces-their-first-brand-mascot-chewbie\/7355\/","title":{"rendered":"HI-CHEW Introduces Their First Brand Mascot, Chewbie"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Hi, Chewbie! The fruity, chewy candy brand <a href=\"https:\/\/www.hi-chew.com\/\" target=\"_blank\" rel=\"noopener\">HI-CHEW<\/a> has officially debuted their first official mascot, Chewbie, to the world.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Chewbie embodies everything that HI-CHEW represents \u2014 joy, excitement, and chewiness,&#8221; said Teruhiro Kawabe (Terry), Chief Representative for the USA &#038; President, CEO of Morinaga America, Inc. in a press release.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Who Is Chewbie?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Technically, the biggest HI-CHEW candy enthusiasts (AKA the Chew Crew) met Chewbie a little over a week before the mascot received its formal introduction.<\/p>\n\n\n\n\n\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/C__NXNRPGcT\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\">\n<p>&nbsp;<\/p>\n<p>View this post on Instagram<\/p>\n<p>&nbsp;<\/p>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n\n\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A series of social media posts were shared on HI-CHEW\u2019s social media accounts offering fans free candy through a series of giveaways. The nonstop free candy posts became so disruptive that HI-CHEW\u2019s Chief Chew Officer, Jeff, shared a video addressing the internal changes.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Jeff cryptically said a new member had been added to the HI-CHEW team. \u201cWhile we love their enthusiasm, they\u2019ve gone a little bit rogue with our marketing efforts.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This new team member turned out to be the mischievous, fun-loving Chewbie. When they\u2019re not taking over the company social media accounts to give the fans free HI-CHEW, they\u2019re choosing to make the world full of chewy goodness.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2024\/09\/chewbie_HI_CHEW_mascot.png\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">The ambiguous mascot is described as tall as 11 sticks of HI-CHEW and has a big personality. Chewbie loves to take photos, listen to music, and skateboard. An illustrated \u201canatomy of a Chewbie\u201d on the HI-CHEW website shares even more of the mascot\u2019s details. Some of these include an affinity for rocking HI-CHEW merch and having perpetually sticky fingers from snacking on endless flavors of HI-CHEW.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Chewbie&rsquo;s Upcoming Big Break on &ldquo;Jimmy Kimmel Live!&rdquo;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Peek through some of Chewbie\u2019s photos on HI-CHEW\u2019s website and you\u2019ll notice the mascot loves to travel. To celebrate the new mascot, Chewbie is heading coast to coast to make plenty of special appearances.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">During the week of October 14th, fans will be able to watch the mascot take on Hollywood as Chewbie appears via an integration on \u201cJimmy Kimmel Live!\u201d According to HI-CHEW, they\u2019ll be joining Guillermo for some mischief making in the studio.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Shortly afterward, Chewbie will be New York City bound. Watch them take over a digital billboard in Times Square on October 17 from 4 PM to 8 PM EST. And psst! You should also watch the billboard on 42nd Street and 8th Avenue across from Port Authority. We\u2019re got an inside tip that Chewbie will be sharing how fans can get free HI-CHEW candy.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"HI-CHEW | Meet Chewbie!\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/iISHbruI8BQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">&#8220;Chewbie&#8217;s friendly energy and mischievous attitude are sure to bring even more fun to the HI-CHEW brand,\u201d said Kawabe. \u201cWe look forward to welcoming Chewbie as our official mascot and creating opportunities for fans to interact with a tangible vision of HI-CHEW.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Image credits: Morinaga America, Inc.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">About the Author<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hi, Chewbie! The fruity, chewy candy brand HI-CHEW has officially debuted their first official mascot, Chewbie, to the world.<\/p>\n","protected":false},"author":7,"featured_media":7356,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-7355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>HI-CHEW Introduces Their First Brand Mascot, Chewbie | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/hi-chew-introduces-their-first-brand-mascot-chewbie\/7355\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HI-CHEW Introduces Their First Brand Mascot, Chewbie\" \/>\n<meta property=\"og:description\" content=\"Hi, Chewbie! The fruity, chewy candy brand HI-CHEW has officially debuted their first official mascot, Chewbie, to the world.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/hi-chew-introduces-their-first-brand-mascot-chewbie\/7355\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-27T16:12:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2024\/09\/169chewbie.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta 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