Japan’s number one selling soft candy, Hi-Chew, has launched a new social media campaign, where consumers will need to guess the number of pieces of candy in a giant vintage bath tub.

The competition will run from 9-15 November in both Australia and New Zealand, with winners receiving a tub’s worth of candy.

This is Hi-Chew’s second digital campaign. A trial consumer competition was held in October where participants needed to guess how many pieces of Hi-Chew were in a jack-o’-lantern. The campaign ran across Instagram and Facebook and achieved a total reach of more than 140,000.

Anthony King, Managing Director of Grocery Corporation, said consumer interest and sales are continuing to grow for Hi-Chew.

“We expect that trend to continue, as Morinaga (which distributes Hi-Chew) continues to invest in marketing programs.”

A third campaign is set to run in December ahead of the busy Christmas trading period.

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