The First Ever Candy That's Possibly Possessed.

Ghosts have been known to possess dolls, houses, dresses, and more. But would they be able to resist possessing Hi-Chew Candy, which always claimed to be "irresistibly chewy"? We sent bags of Hi-Chew to three of the most haunted places in the country and had them stay the night to see if any spirits would be enticed. We then put these very same bags up for sale, giving fans the chance to purchase the first-ever bags of candy that have been potentially possessed.

2024 Shorty Gold
Food & Beverage

2024 Shorty Audience Honor
Food & Beverage

2024 Webby Nominee
Best Social Commerce Campaign

We visited the Winchester Mystery House, the Belcourt Castle, and the Stanley Hotel. We documented the stay at each location capturing all the bone chilling moments that arose.

Since ghosts can't easily be captured on camera, we asked Goosebumps artist Robert Ball to create commemerative posters of each stay, featuring the famous ghosts of each location.

But did any of the of the Hi-Chew actually end up possessed? Fans had the opportunity to buy the very same bags that stayed at the haunted locations on Hi-Chew's Instagram shop, so they could find out for themselves if the candy was truly haunted.

The haunted bags sold out in four hours.

Results

1.6 million
Impressions

+13,532%
YoY increase in Reach

513% above
industy engagement rates

+47.9% increase
in positive brand mentions

Client
Hi-Chew

Role
Senior Art Director

Agency
MullenLowe

©2023 Tucker Stosic

[email protected]